The launch
LEGO has launched its global holiday campaign, “The LEGO Holiday Workshop.” Created by Our LEGO Agency and directed by Australian filmmaker Michael Gracey, the 74-second film arrives as the centerpiece of a wider Christmas push that includes seven 15-second films and in-store activations across key markets.
The campaign runs globally, with LEGO stores transformed into Holiday Workshops. Flagship stores in New York and London feature immersive storefront displays, while Sydney’s Pitt Street Mall hosts a festive LEGO holiday playground anchored by a giant brick-built Christmas tree.
What the film says and how
Set to Daft Punk’s “One More Time,” the film follows a single 2×4 LEGO brick through a hidden workshop. The brick passes between the Northern Lights, Heroes, Vehicles and Music departments, picking up contributions from a broad cast before it becomes a gift.
Daft Punk minifigures, LEGO F1 Academy driver Esmee Kosterman and Yeti minifigures open the journey. Thor, Doctor Doom and Mystique infuse the brick with powers, engineers and unicorns add race-car acceleration, and a Daft Punk concert on an LED pyramid stage closes the workshop sequence. When the gift reaches a young girl, the crew appears at her window, unable to part with their creation, and ends up building alongside the family.
- 74-second main film
- Daft Punk’s “One More Time” as the soundtrack
- Seven 15-second cutdowns for Adventure, Discovery, Gaming, Nature, New Stories, LEGO Pokémon and Vehicles departments
What the brand and agency say about it
Michael Gracey says the idea of a secret door hiding an unknown world drew him to the project. “With LEGO bricks, that world really could be anything,” he says. By telling the story from the point of view of one brick, the film connects iconic characters from different universes as they contribute to a single creation. Gracey adds that the deeper joy is not only making something with your hands, but giving it to someone else.
Genevieve Hoey, Senior Director, Global Creative at Our LEGO Agency, the LEGO Group, frames the campaign around the difficulty of finding the perfect gift. “The only hard part? Giving it away,” she says. She says the team brought in Gracey and Daft Punk to add “a little extra magic” and hopes the film captures the joy of giving, the excitement of receiving and the temptation to keep the gift.
The category context
Holiday advertising for toy and entertainment brands is a crowded moment, and LEGO is using the workshop as a platform rather than a one-off spot. The film’s crossover cast, from Marvel characters to F1, Pokémon and NINJAGO, turns one product into a gateway to multiple play worlds.
The campaign also extends the idea into retail and short-form viewing. The seven department films give audiences more entry points, while the New York, London and Sydney activations make the workshop physical. That turns a 74-second story into a longer holiday presence.
What to watch next
The seven 15-second films are the most immediate follow-up, taking viewers inside the Adventure, Discovery, Gaming, Nature, New Stories, LEGO Pokémon and Vehicles departments. In person, the New York and London flagship stores and Sydney’s Pitt Street Mall playground carry the workshop concept into physical retail.
Watch the original: LEGO on YouTube
Source: Campaign Brief
