Brick by Brick: Entropico Debuts New 3D YouTube Project in Collaboration with Lego
Leading creative studio Entropico is pleased to unveil "The YouTube Lego Festival," its latest project made in collaboration with the thriving YouTube community of Lego content makers. Brought to life by the exceptional talents of Emily Kushnereit, known as Emmasaurus, and Kiegan Simard from Citrine's Animations, the new work and first-ever YouTube LEGO Festival created and produced by Entropico, is a digital celebration of the building and storytelling magic that Lego inspires, and honours the creativity and narrative skills of Lego fans all across the world.
Tasked with an ambitious project brief, Entropico created a fun and compelling film that honours the narrative potential of Lego bricks. By delving into the imaginative worlds of these seasoned creators, Entropico aimed to capture the essence of their ingenuity. Emily and Kiegan, both masters in their craft, played a crucial role in ensuring the project remained authentic to the community it sought to celebrate.
Lego, celebrating its big 89th birthday this year, has become a thriving genre on YouTube, drawing hundreds of millions of views with content ranging from intricate constructions to simple timelapses. Lego YouTubers are amassing huge followings, crafting content that resonates with nostalgic viewers, and have already pulled in an impressive 13 billion views in the first half of 2024.
Production for the film spanned three months, encompassing creative development, recording sessions, animation, and editing. Lego, the company itself, was instrumental in the project's success, providing a plethora of 3D assets and valuable insights. The support from the hero creator, Citrines Animations, was also particularly noteworthy during the animation stage.
Creating a 3D Lego film presented unique technical challenges. Adhering to the rules that preserve the look and integrity of Lego pieces, such as the limited bendability of limbs and the accuracy of Lego components, required meticulous attention to detail. Despite these challenges, the production team thrived, leveraging a combination of Adobe Premiere, After Effects, Maya, and Cinema 4D to bring the vision to life.
Reflecting on the project, Entropico's senior creative producer, Sele Leota said, "We were excited about the concept from the start. It was the first idea that came to mind during development. Despite some anxiety over doing justice to these creators, we found incredible support and energy from everyone involved. We learned a lot and felt like honorary guest members of this incredibly talented community."
The seven-minute film on YouTube, allows audiences to discover the endless inventiveness of Lego animation. The project demonstrates Entropico's dedication to elevating and promoting the voices of digital innovators across the globe as they continue to push creative boundaries, and stands as a testament to the collaborative spirit and creative brilliance within the Lego content creator community.
Currently, Entropico is working on an exciting slate of new projects, including additional films that celebrate YouTube’s diverse communities. Alongside these endeavours, the company is also collaborating with clients including Google and Square, while continuing to expand their originals arm with innovative content that resonates with audiences worldwide.
