Animating LEGO cards

This summer, Sainsbury’s are joining forces with LEGO to offer an exclusive range of collectable trading cards.

You can imagine our animator’s excitement when the lovely people at Wieden + Kennedy sent us a brief to help launch this fantastic promotional TV spot which is airing nationally across all channels.

The trading cards each feature a different LEGO ‘Minifigure’ character, and here at our seaside production studio in Margate we were thrilled to bring them to life in all their glory. The commercial even opens up with a character that wouldn’t be out of place on our beach, a Mermaid!

In true A+C style, we challenged ourselves by animating the actual plastic LEGO Minifigures which are featured on the cards. We shot these on a green screen before compositing them onto the cards themselves (which were shot in a separate take on set). We then animated the characters’ 2D facial expressions on computer software to complete the advert.  The whole advertisement took two weeks to create, with the LEGO characters actually being sent from LEGO HQ in Denmark, (we were very careful with them and plied them with ice cream and fish and chips!).

Our Director Dan Richards commented;

“LEGO was the first thing I ever animated, and this was the same for our animator as well. Going back to these iconic characters is like stepping back in time, which all of us enjoyed here at the studio. The characters LEGO have created on the cards are so diverse and creative, it was really easy to bring them to life.”

The Sainsbury’s commercial can currently be seen on national TV, with the promotion continuing to run throughout May and June.


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