⚡ Piece by Piece official trailer ⚡

✨ Tongal Creators around the world helped to animate the Pharrell Williams biopic ✨

Tongal is the LEGO Group's direct line to world-class writers, directors, editors, and animators who are passionate about their brand. 

Since 2012, these Tongal Creators have developed original show formats, new IP, and even a feature-length movie — the Pharrell Williams biopic Piece by Piece — as we continue to co-create trailblazing content which pushes the boundaries of imaginative storytelling.

Bringing Pharrell Williams' Innovative Biopic to Life

⚡ Piece by Piece ⚡

✨ Alongside our work on the movie, Tongal Creators helped execute Pharrell's vision for the official poster  ✨

Nearly 100 Tongal Creators worked on Piece by Piece, Pharrell's life story told in LEGO animation, from producing the proof of concept, to designing hundreds of characters and locations, to delivering innovative marketing materials to promote the film ahead of its theatrical release.

We worked closely with Pharrell and his creative collective i am Other, the LEGO Group, Focus Features, Pure Imagination Studios, and the Oscar-winning director Morgan Neville's company Tremolo Productions to recreate the superstar's world for the silver screen.

It's the first time a movie of this scale has been produced in collaboration with a creator platform.

Building the #1 YouTube Brand Channel

⚡ Beyond the Instructions series by The Indie Machines ⚡

Our creators have also delivered video content that's contributed 1B+ views to LEGO's YouTube, helping them rise to become the platform's #1 brand channel.

From multiple ongoing YouTube series, to hero spots for product and entertainment releases, to content for all major licensed IP partners (LEGO Star Wars, anyone?!), we have created thousands of high-quality videos for fans, by fans.

Creating New LEGO IP with LEGO Fans

⚡ LEGO Neon World Created by David Kilgo; Animation by CC Pixels ⚡

In 2020, we launched LEGO World Builder, a first-of-its-kind platform that gives fans an opportunity to co-create original stories, characters, shows, and more.

Designed and powered by Tongal, the platform lets LEGO executives connect with the brand's audience to incubate ideas, give feedback, and option or buy the rights to new concepts.

Anyone can join the open community and pitch their own stories, or collaborate and refine ideas with other fans, writers, animators, and designers. An upcoming episode of the Netflix series LEGO DREAMZzz has been based on a concept submitted by a fan on the site.

"As our partners for many years, Tongal has provided us a way to engage with our creative community. We are privileged to be a brand that stands for creativity, not only with our incredible products, but also with the experiences we create for our fans."

Keith Malone, Head of Entertainment, The LEGO Group

Creator Spotlight

Amir Qurbani

Amir left school in fifth grade and taught himself animation online as his family moved from Afghanistan, to Iran, and then settled in Indonesia as they fled discrimination and sought a safer life. Due to his refugee status, most jobs in Indonesia are out of reach for him. But thanks to Tongal's online community model, he is able to use his creative talents to support himself and his family. He designed more than 400 characters for the Pharrell Williams' film Piece by Piece, including the outfit worn by the singer's minifigure on the movie's poster.