Spikes Asia

THE SHAPE OF IMAGINATION

OGILVY & MATHER SINGAPORE, Singapore / LEGO / 2016

Awards:

1 Silver Spikes Asia
2 Bronze Spikes Asia
1 Shortlisted Spikes Asia
Presentation Image
Case Film
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Overview

Entries

Credits

Overview

Background

As an educational tool for children, LEGO has fallen behind other tech-based toys and electronic

gadets. As a result, we needed to remind parents and their children of the imaginative powers of

LEGO with an installation that, quite literally, helps to shape a child's imagination.

Execution

By using perception-based lighting and 41,883 LEGO bricks, we created a multi-dimensional installation. It appears to be nothing more than an abstract LEGO creation, fitted on a rod and mounted on a base.

However, when lit at an angle and rotated, the amorphous shadows evolve into three independent, recognisable forms.

We worked with John Muntean, a Chicago-based scientist-artist who employs the magic angle spinning technique often used in nuclear physics in his art, to design these multi-dimensional installations.

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