LEGO FOR GROWN-UPS
My Lego for grown-ups project was created in 2007 for a one semester assignment at the University of Kaposvár. The brief stated that we had to launch a new campaign for the brand of our choice, aim for
new target groups and be original. As the course was advertising photography, a photo-based concept was a must.
I selected Lego because of my childhood passion over it, and decided to aim for a mature and educated audience, and show them that Lego is more than just a toy. I’m especially proud of this decision because Lego launched it’s Architecture series for the same audience just a few months after I finished this project.
I made two billboards for the campaign, and a set of brick-postcards to be placed in pubs and clubs, hallenging the visitors to try to build their own Lego pictures.
I took the photos at the photo studio of the university with a Sinar camera & Sinar digital back. I used Sinar CaptureShop and Adobe Photoshop for post production picture development.