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.
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