News

The Lego Group partners with ‘cultural creators’ for series of films

Published on: October 16th, 2019

Musician Mark Ronson, gymnast Simone Biles and fashion star Tomo Koizumi to explore the importance of creativity and play.

As part of its Rebuild The World campaign, The Lego Group has announced a short film series exploring the importance of creativity and play starring three icons from the music, sport and fashion industries. The films illustrate why Lego play is the ultimate platform for creative expression and creative problem solving.

World-renowned musician and producer Mark Ronson, US Olympian Simone Biles, and rising fashion star Tomo Koizumi are collaborating with The Lego Group as part of the project to help inspire and nurture the imagination of the next generation. Each film, sees the collaborator bringing their own creative process to life with a simple handful of Lego bricks.

Simone Biles’ film provides an insider look into her training gym, where she draws parallels between Lego play and her historic gymnastic techniques. Simone visualises different movements using Lego bricks, demonstrating her creative process and imagination to help inspire parents and children across the world.

One of the most creative and successful music icons of his generation, Mark Ronson’s creative process for writing and producing songs comes to life in his film. He showcases how building out chords and sequences is very similar to being creative with Lego bricks. Each brick resembles a different note, and when put together they make a track.

In the studio, surrounded by colourful fabrics, textures, and clothing, Tomo Koizumi creatively showcases his art form through Lego play to represent how he forms patterns for his work. Tomo reveals how the colours, shapes and sizes of Lego bricks can help inspire the next generation of the fashion industry.

The Rebuild The World campaign aims to inspire people to play and fire up children’s creativity to give them the skills they’ll need to shape a bright future. Julia Goldin, global chief marketing officer, The Lego Group, said: “We launched the Rebuild The World campaign to inspire people of all ages to unleash their creativity to create a world of infinite possibilities through Lego play. Creativity is at the heart of everything Simone, Mark and Tomo do and we’re delighted to be able to share the story of how Lego play has shaped their outstanding creations and ideas.”

The first episode, featuring gymnastic star Simone Biles, premiered on 15th October, and will be followed by Mark Ronson’s episode on the 21st October. Episode three featuring rising fashion star Tomo Koizumi will be released on 28th October.

To watch the short films, visit: www.lego.com/rebuild-the-world.

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