2025 BBH MERLIN ✦ DESIGNER / 3D LEGOLAND In 2025, we reimagined Legoland as Letgoland - a bold global platform powered by local imagination. A world bursting with joy, curiosity, and surprise, where creativity knows no rules and design flows as freely as a child’s mind. Inspired by the playful, hand-drawn spirit of the original logo, we expanded its illustrative language into six unique wordmarks and typefaces - each capturing the raw wonder and imperfect beauty of a 6-year-old’s imagination. To further bring the magic to life, we built a vibrant 3D portal - a gateway into dreamland that invites kids and parents alike to step into a world of limitless play.
I supported the pitch work by bringing alot of it to life in 3D. I built the Lego bricks from scratch, which were used throughout the pitch deck as well as in the work itself. I modelled the 3D portal, and produced various animations using the bricks. I also directed and collaborated with animators at Dippin Sauce to produce the animated portal.
PROJECT CREDITS GLOBAL CHIEF CREATIVE OFFICER ALEX GRIEVE ✦ CHEIF STRATEGY OFFICER WILL LION ✦ CREATIVE DIRECTOR FELIPE GUIMARAES ✦HEAD OF DESIGN LIAM THOMAS ✦ DESIGN DIRECTORANTHONY JONES ✦ SENIOR CREATIVE CHARLOTTE WATMOUGH ✦SENIOR CREATIVEHOLLY FALLOWS ✦ CREATIVE DIRECTOR EDWARD RYDER ✦ SENIOR ART DIRECTOR JOE CRAIG✦ MOTION LEAD ODED SHEIN ✦ MOTION DESIGNER NAWARAJ GURUNG ✦ 3D MOTIONBENZ VONGTANEE ✦ MID-WEIGHT DESIGNER JIWOO KIM ✦ PROJECT MANAGER VICTORIA AMICO ✦ PROJECT MANAGER LEXY FOX ✦ NEW BUSINESS ACCOUNT MANAGER NIC ALFORD
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