GINGER DONEL
CREATIVE DIRECTOR • WORLD TRAVELER • LOVER OF MUSIC
SOCIAL CUTDOWNS
LEGO
BIG JOY GENERATOR
Simply put - LEGO lost touch with value shoppers. They feel priced out. But we were challenged to prove that the small LEGO sets provide just as much big joy as the Millennium Falcon on display.
The final deliverables may have been video, but the production, props and puppeteer in this project deserve all the credit. (And the kids, too, obvi!)
Small Toy Big Joy was an unscripted content shoot. We casted real kids from the neighborhood to participate - and they had no idea what was in store.
The Big Joy Generator was an enormous LEGO vending machine camera prop. Only this prop came to life...literally. On a 72in TV screen, we brought life-size 3D models of LEGO characters to life by face mapping them to a puppeteer behind the scenes, who interacted with the kids in real time.
The reactions are real, the dialogue is unscripted, and the joy is undeniably big.
GCD: Megan Cross
CD: Ginger Donel
AD: Ginger Donel, Ariel Gagnon
Copywriter: Savannah Bernson
Producer: Austen Williams
Other departments: Experiential Design, Experiential Production and Integrated Technology, and big ol team of very talented people.
SCREEN ANIMATION TRANSITIONS
FACE MAPPING
