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LEGO: Infinite Scale – Procedural 3D Animation
Project type
Brand Storytelling | 3D Motion Graphics | Particle Simulation
Date
2024
Location
London
Category: Brand Storytelling | 3D Motion Graphics | Particle Simulation
Project Overview: We were tasked with visualizing the limitless potential of a single LEGO brick. This project utilized advanced procedural animation to create a seamless transition from a minimalist object to a complex metropolis in under 5 seconds, embodying the campaign ethos: "Start with one thing. Build everything."
Key Visuals & Techniques:
The Foundation: The sequence opens with the iconic 2x4 red LEGO brick isolated in a clean studio environment, establishing the brand's core identity.
Controlled Chaos: We triggered a volumetric particle explosion, bursting the single brick into hundreds of multi-colored elements to visualize raw creative potential.
Procedural Assembly: Instead of standard keyframing, we used procedural effectors to rapidly assemble the flying debris into structured skyscrapers and city streets.
The Reveal: The chaos resolves into a fully detailed LEGO city skyline, locked up with the campaign typography "Start with one thing. Build everything".
Result: A high-retention brand asset that visually proves the scalability of imagination.
