LEGO has always been known for celebrating the imagination of children, but the brand has several new product lines for adults. Here they challenge the “kids” who grew up, let life get in the way, and lost touch with their creativity.

This project is an invitation, a call on every adult to reflect on where they’ve been and where they see themselves going. By highlighting the draining and often painfully tedious cycles we find ourselves in during our daily lives, this piece pushes viewers to reflect on their own lives and the cycles that comprise them. The overall goal of the campaign, however, is to go past reflection and encourage viewers to break free from the cycles they find themselves stuck in.

We aimed to capture the tedium that tends to consume our daily lives by creating a groundhog day effect with our protagonist. The LEGO stop-motion approach helps add a lighter tone to a serious and heavy, yet all too relatable topic. The familiar visual of a “brick film” draws the viewer in until the story subverts their expectations. The solution to breaking free from these cycles? Rekindling your sense of imagination, exploration, and creativity with LEGO.

The question “When did you stop building?” was not meant to serve as an immediate solution, but rather to push the viewer to realize that their inner rebellious, unapologetic, explorative child holds the solution to breaking the endless cycles of monotony that all too often seem to dull our lives.