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The Shape Of Imagination

Award: Yellow Pencil

Yellow Pencil / Branding / Brand Experience & Environments / 2016

One of LEGO’s key brand communication pillar is that LEGO is the building blocks of imagination. We demonstrate the power of imagination with a LEGO sculpture that casts three very different shadows depending on the angle of the light source. Using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO sculpture. However, when the sculpture is rotated, the amorphous shadow morphs into three very distinct and recognisable shape.

  • The Shape Of Imagination
  • The Shape Of Imagination
  • The Shape Of Imagination

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