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LEGO’s ‘Rebuild The World’ Campaign


Follow the White Rabbit and Enter a World Where Limitless Imagination Comes to Life

Technicolor’s Mikros MPC partnered with BETC, Stink and TRAKTOR to create LEGO’s new ‘Rebuild The World’ campaign and fans are taking note. The campaign which depicts the adventures of an obstinate hunter and a playful white rabbit has captured fan’s imagination and—within the first week, has already garnered just shy of 4 million views on YouTube.

Early in production, Mikros MPC was tapped to help define the look and feel, create CG characters and build out the environment for the campaign. According to Franck Lambertz, Creative Director & VFX Supervisor at Mikros MPC, “This project brings together several fields of our expertise: character design and animation, environment, compositing which, à la TRAKTOR, are full of life, fun, and colorful. The challenge was to convey all the references to the LEGO brand in a semi-realistic world. As such, all the components had to be photoreal but a bit strange.”



Creative Director

Franck Lambertz







VFX & Postproduction

Mikros MPC

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One of the key elements of the campaign was how to direct the rabbit and other characters so that their emotions and personalities supported the overall story and its fast rhythm. Augustin Paliard, Animator at Mikros MPC commented: “On this movie, the animation work has been dictated by three elements: storytelling, movements and rhythm. We had to always keep these in mind so the right intent was conveyed in every sequence.” The team worked to humanize the rabbit through styling of the fur to meet a high level of realism –notable in the chasing scenes. 

The key technical challenge on the compositing was to blend the surrealist universe of LEGO, where we have flat colors and smooth textures, into a real world. There was a right balance to find so that viewers would still relate to a realistic environment.

Eric Lemains, Mikros MPC compositor

Creating the environment required extensive matte painting, compositing and the creation and addition of many CG elements such as the white rabbit, aerial chase, flames and a rotating head.

For the final element, Jean-Clement Soret, Global Creative Director of Color Grading at MPC was tapped to achieve the correct balance between the surreal and realism and the LEGO brand visual identity.  Soret’s work was instrumental in making the short film vibrant without being too saturated so that it kept a realistic render. “The initial brief from Traktor was to maintain the overall color richness of the images and bring up or down saturations of individual colors to build a coherent and realistic palette. We built color settings for the visual effects team to visualize a close to final result, worked close to the VFX team all the way and finalized the fine details once post was completed, including finessing the integration of all various composited elements, some shots are 90% live action some are 100% CG all needed to be wrapped in a unique color space” says Soret.


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