I'm a 30’s years old French Art Director from Paris and now based in Argentina.
I studied Art and Graphic Design for four years and worked for various communication agencies in Paris. Then I moved two years ago to Buenos Aires to make a new challenge in an advertising agency,
Argentina is one of the best creative place in advertising!
I also work on free lance and personal projects, I'm always open for new projects, work on new stuff, so if you need some creative ideas, maybe I could be the guy!
I realised a fake LEGO campaign and I wanted to share my project with you.
I actually did this LEGO fake campaign several months ago. In that time I was working full time on a commercial project produced by the agency I work with. So I started doing another creative stuff to change my mind. So why not a fake campaign for a "sexy" brand??! LEGO was the best I found: a cool brand that have a really great communication. Lego was a big part of my childhood, and I love the simplicity of its message:
No limit to creativity!
HOW DID I START WORKING ON?
First of all, I thought about what is really the message they would want to tell and what represent Lego in our mind. Lego let your imagination going everywhere you want to, there is no limit, no frontiers to creativity. You can mix times, civilisations, characters etc... So an American fireman could live with his Japanese ninja friend in an Indian tribute! No problem!!
You create your own fictions with History.
So I decided to adapt this concept to the American pop culture fictions as Marvel heroes, the Simpsons, Star Wars etc... trying to use these icons to have a more actual/modern approach with the message.
Fiction known by everybody become your own one.
Fiction has met Fiction.
WHAT ABOUT THE ESTHETIC?
The message was really simple and I wanted to transmit it also by the design of the campaign. I love simplicity in design, I think it makes it really more efficient.
So, neutral background, colors to give a playful spirit and two characters in one. This campaign didn't need really more!
Then came the idea to build creative names to these new characters, I thought it could give a really funny meaning to this campaign and people could play/change it, saying it works or it doesn't, but it was exactly what we were using to do in our childhood: each one had his version of the story. And this is mine.
I really think this campaign could be a real one, maybe for a "new target", I mean for kids from 5 to 10 that already have Lego. But I think this is not really the point because this campaign could be for everyone of us as you can see in many feedbacks I had: comments on Facebook/Twitter/all websites are really really great! And I love it because I read comments of people from all over the world and from all of ages. These images make them come back to the good old time, this is really great.
I think this was a "good fake" campaign, but I hope next time it becomes something real , whether it is with Lego or any other brands, the most important thing for me is to keep the creativity flowing!
Thanks and I hope to hear from you soon!