Role in project: Lead creative and art director

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Problem:

Dreaming allows us to do the unimaginable. To create new creatures and explore whole new worlds. They can be scary, but they also give us the opportunity to conquer our fears. How can we help parents explain this to kids in a way that's fun?

Soluion:

Here’s where The Magic Behind Dreams comes in.

To establish LEGO as a credible voice around bedtime, we created an 'eduseries' of useful, lighthearted videos to help parents explain everything about the magic of dreaming. The hero videos went live on Reels and YouTube Shorts, with more focussed cutdowns on Pinterest.

Results:

Organically, we received over 2 million views (and the most ever views on the LEGO YouTube Shorts channel at the time).

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Reels content

Episode 1 - Boosting creativity with dreams

Episode 2 - Taking on nightmares

Episode 3 - Setting yourself up for a dreaming adventure

Example cutdown for Pinterest

Creative & Art Director: Jonathan Sahin

Creative Director: Scott Selkirk Neillands

Producer: Lars Bartkaer

Production house: Gimmick