Create a dynamic and refreshed creative motion graphics and video toolkit that The LEGO Group can use to promote store openings throughout 2026, with the aim of generating excitement about the unique in-store experience.
With several brand new brick and mortar store openings on the horizon for 2026, The LEGO Group has a big year ahead, and they’re looking for you to create a vibrant and refreshed motion graphics and video "toolkit" that can be used to support these openings. The toolkit should lean into the joy and imagination inherent to the LEGO brand, based on their current design language, generating excitement for the openings, and encouraging people to check out the unique shopping experience signature to LEGO stores across North America.
The goal of this project is to take LEGO's design language and create a versatile creative suite of content that incorporates movement with a modular structure that can be easily adjusted to work for different executions throughout 2026. The final products will be email, banner, social post, etc. templates that The LEGO Group can plug each location's info into. This means that we're NOT explicitly asking you to create the final assets for any particular LEGO store; instead, the assets that you create will he handed to an internal team that will leverage them for each local market that sees a new store opening.
Using LEGO's designs wants to create assets that can be adjusted for any market. In doing so, they want to find creative ways to capture a sense of localization beyond just text overlays, while maintaining a consistent and recognizable brand look throughout all openings. That kind of generalized approach allows for a ton of flexibility, while also maintaining a coherent look and feel across the full suite. You will also piece together b-roll video footage provided to you of the new store features that you'll drop into some of the templates. None of the videos should include sound.
You can check out the Background to get an idea of some static assets that the team has used previously, but note that while these can be a source of inspiration, the LEGO team wants these your content to incorporate motion and feel even more exciting and dynamic. Your content should also specifically highlight unique in-store offerings, such as the Pick & Build wall, the Build a Minifigure station, the wide variety of in-store products, the friendly and helpful store teams, and the interactive in-store play.
Assets will be used across a wide range of platforms, ranging from the stores' actual websites, to paid social media placements, to out of home digital displays, so you'll be working with a lot of different aspect ratios and formats. Some may require tailor-made assets, while others will require tactful reframing and reformatting.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: You will be expected to create a toolkit with a cohesive style that can address various formats. The toolkit should include the below 21 formats and 3 lightly edited videos from provided footage:
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Fans of The LEGO Group of all ages
TONE/FEEL: Fun, happy, positive
EXECUTIONAL MANDATORIES:
AI USAGE: You may not use AI generated visual or audio assets in your final content. However, for the purposes of your pitch and pre-production materials, you are welcome to use generative AI to create visuals, storyboards, animatics, proofs-of-concept, etc. that might help the Sponsor understand your vision for creating the final content. Additionally, assistive AI tools (e.g. object removal, compositing, color grading, sound mixing, subtitling, etc.) may be used in post-production to supplement your workflow. Please keep record of any AI usage deployed in your submissions in the event that the Sponsor requests AI disclosures. If you have questions about any specific usage or tool, please ask your Tongal producer.
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
HERE are the current design templates. While we like the visual language of the colorful bricks. While we like the colorful bricks, they feel a little stagnant and we'd like you to use your design sensibilities to really make these come to life.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors. Unless specifically requested, there's no need to include a budget with your submission.
The most compelling pitch will be greenlit by the Sponsor, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal, typically included with the project timeline.
PRE-PRODUCTION BIBLE & APPROVALS: Prior to the commencement of actual production, creators MUST prepare a singular pre-production "bible" document with the elements contained below, and that document MUST receive final approval from the Sponsor. We recommend that you use the bible template we provide HERE, or something very similar. The bible can be presented in stages as different elements are ready for review (i.e. it's not expected that storyboards, if required, are ready with your first draft). Apart from the below, you're also welcome to include other key items that you think would be helpful to communicate your plan (e.g. moodboards, lighting, music, shot list, etc.).
Note that there may be multiple rounds of feedback until elements are approved, and if you begin production before you have received final approval, you may need to reshoot or reanimate at your own expense.
For convenience, we've provided some helpful templates that you can consider using for pre-production materials, and they can all be accessed here.
BUILDING YOUR TEAM: Looking for help? Post crew and production opportunities connected to Tongal projects on Backlot. Backlot includes search tools to help you find collaborators and crew by role, skill set, location, and more, for productions of any size and type. Tongal also supports inclusivity in all productions, and strongly encourages you to hire diverse talent for your team. To find additional options for staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once Content has been submitted and the initial Production Phase completed, greenlit creators will enter into Revisions. Creators will perform reasonable edits on their videos according to the Sponsor's feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
ASSET DELIVERY REQUIREMENTS & RESOURCES: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You are responsible for any costs associated with the hard drive and shipping. Tongal also reserves the right to request all raw files associated with the project.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.