Each module in this series will have:
For the purposes of your pitch, these are the topics we plan to feature in this suite of content.
1. The Basics
2. Design Strategy
3. Art Upgrades
4. Movement and Gearing
INSTRUCTIONAL VIDEO EXAMPLE FOR TONE:
PRESENTER VIDEO EXAMPLE:
The LEGO Group is looking for a dedicated filmmaker or creative team to create a large suite of engaging instructional videos using live-action or stop-motion animation (or a combination of the two). The goal of this edutainment is to encourage LEGO fans of all skill levels to tap into their creativity, increase their LEGO knowledge, and improve their building technique. To do this, we're looking for someone with a coherent vision for how we can visually elevate this suite and make all of the lessons feel playful and engaging.
This project will involve two production cycles; we will begin with 20 videos geared for an adult target audience, which will help us establish the format. Once production on the first batch is complete, we will be moving into a second production cycle of 20 videos geared towards kids and families. The selected creator or team will be provided with an official LEGO instructional manual to help script the videos for this project, and to ensure the technique that's demonstrated by talent, or that's visualized with motion graphics, is always accurate. Beyond that, we're looking for your creative filmmaking tastes to really make the lessons engaging and make the builds feel exciting.
The selected filmmaker will need to cast onscreen talent who will be featured in the beginning and at the end of each video to introduce the topic. The selected creator will need to account for any necessary travel or talent costs. You will also need talent to do voiceover for the actual demonstration and explanation segment of the video (this could be the same person.) However, there is a possibility that The LEGO Group may want to incorporate their own talent. If this is the case, you will still be responsible for coordinating travel, but will be reimbursed for the talent costs.
Ideally LEGO would like to have two presenters, one male and one female, to bounce off each other and cater to a wide range of audiences. The type of person LEGO is looking to cast is friendly, energetic, and upbeat. Preferably, the talent is well-aware of the LEGO brand and has watched LEGO television and digital shows. They should experience presenting both kids shows and shows for a more grown-up audience, or perhaps influencers who present LEGO challenges on their platforms.
The middle section of each video will be focusing on tabletop setups and hands onscreen. In some ways, this should make production simpler, but LEGO still expects very high production value, so you should put thought into things like motion graphics, transitions, etc. Find a way to make any otherwise simple execution feel elevated and special, reflecting your own innovative creative styles and tastes.
This project will also involve dubbing the content for 3 - 5 languages. The exact territories and costs associated to the localization will have to be negotiated at a later time.
Otherwise, there will be 40 individual instructional videos in the curriculum (outlined in the Background section). Each video will focus on one of the following four overarching LEGO topics: The Basics, Design Strategy, Art Upgrades, and Movement and Gearing. Each video should be able to stand alone (so you can theoretically watch in any order), however the topics will get increasingly complex if you progress through the series. Alongside the instructional videos, we will also require a suite of social cutdowns designed to promote these videos. The exact amount and format will be determined at a later date, but we've scoped out an estimate in the Deliverables.
You should be mindful that pre-production development might require extra flexibility and problem solving, as you work on building out an effective and repeatable format for all of these videos, and you will need to have a very high level of attention to detail for this project. We anticipate that flexibility will be key in post-production as well, so you'll need to be able to roll with any changes that LEGO might make. Otherwise, we're specifically looking for someone who is skilled at writing instructional breakdowns, so make sure to highlight any experience that you or a member of your team has in that area during your pitch, in addition to highlighting any prior LEGO building experience you have.
Take a very close look at the pre- and post-production components of timeline, as this project involves editing a lot in a short amount of time, and it runs until the end of November. With that in mind, we recommend assembling a robust team (including editors, storyboard artists, etc.) that you’re confident can handle the high volume and quick turnaround.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are currently 40 total instructional primary video assets, and a TBD number of social cutdowns. The social numbers below reflect our best estimate, but their format, intended platform, and runtime will be determined at a later date.
TIMELINE: For the full project timeline please see the Assets section.
EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, as it is not limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices page.
TARGET AUDIENCE: LEGO fans of all ages and skill levels
TONE: Playful, educational, informative, instructional, entertaining
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will notify you in the event the Sponsor decides not to fund any submissions via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.
Shooting live action or stop motion? Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.