REC Case file · MMNT-002 Animated series

LEGO City

Capture the Crooks

A six-part animated series that lives inside the box, one QR code away from the build.

▶ Roll the tape Let's Cook

Client: The LEGO Group
Format: Animated series · 16:9
Episodes: 6 parts, 2 storylines
Services: Concept, writing, animation production

The Tape Rack

CH 01 · Crime Lab · Part 1

0:15

SP · Stereo

● Hi-Fi

MMNT-002 · Crime Lab · Part 1 · SP

MMNT VD-2000 · Hi-Fi Stereo

Tape rack6 tapes

The Brief

The QR code is the theater.

LEGO had never tried this before: a series made exclusively for people who buy the new LEGO sets. Not for YouTube. Not for a feed. Viewers get to it through a QR code on the packaging and in the build guide, so they can watch while they build.

The direction was action-packed, fun and comedic, with an animation style that embraces play, honors the LEGO tradition and speaks directly to LEGO enthusiasts.

Action-packed. Fun. Comedic. Honors the brick.The style brief

The Moves

What we actually did.

Concept, writing, animation production. One crew, start to finish.

Take 1

Content that ships in the box

The audience is the buyer, the screen is their phone, the QR code is the theater. We designed for someone mid-build with bricks in their hand.

Take 2

Comedy that respects the brick

Action-packed and genuinely funny, in an animation style that plays by LEGO's own visual rules.

Take 3

Two storylines, three parts each

Crime Lab and Hideout, six short parts that are easy to watch between steps and easy to come back to.

The Receipts

What it added up to.

6Episodes

2Storylines, Crime Lab + Hideout

1QR code. The whole distribution plan.

A first for LEGO: a series distributed through the product itself, written and animated for the people who just bought it. It never needed an algorithm to find its audience, because the audience was already holding the box.

Contact Sheet