Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Big Tim Minion: LEGO April Fool
Project type
Videos + LEGO fan creator activations
Date
April 2024
Location
London, UK
April Fool's Day is always a big moment for LEGO socials but the year we teamed up with Illumination and Universal Pictures to tease the new Despicable Me film was particularly huge. Big Tim Minion was a fake "Supersized" LEGO set we announced we would be releasing.
Tim was enormous, extremely yellow and ridiculously impractical. On April 1st, we posted Big Tim's launch video, which stylistically matched our regular product release videos but contained just enough ridiculous moments for some fans to recognise that it was a prank. On April 3rd, we used fan reactions to reveal that Tim was not a real product and instead tease upcoming Despicable Me LEGO sets.
As creative lead on this project, I regularly presented to multiple VPs at Universal in our weekly check-ins. All the hard work paid off when the agency chose to enter Big Tim for three Cannes Lions. Although Tim didn't take home a Lion, he remains one of my favourite LEGO projects.
