3D Animation series LEGO® Friends™

Art Direction

Five best friends face adventures side by side in their hometown. Love and missteps are better with friends! They’re talented. Tough. Always ready for adventure. And totally unstoppable when they work together! (text Netflix)

In the first story, Olivia is a new girl in Heartlake City. She becomes best friends with Mia, Andrea, Emma and Stephanie and they have many animal related adventures. Season 1 contains six episodes and there is also Lego Friends: The Power of Friendship which is a Netflix Original. (image and text from Louise blog here )

You can watch http://www.newonnetflix.ca/?s=friends

I have worked on the Visual Branding Art Direction, Concept Art and Animation Production in close cooperation with LEGO Friends marketing team, Creative Lead and Inhouse Agency .

Screen Shot 2016-10-10 at 4.08.45 PM

( Screenshot Netflix )

Below is selected story theme I developed for LEGO Friends together with the Product team. My involvement was from the Concept art stage to the product launch accompanied by a wide range of marketing activities.

Main characters are in adventure camp called Wild Hearts which is at risk of being shut down. The girls need to solve challenges instilled by the Mayor to save the camp. The story, characters, and settings are reality-based. After the Concept art stage, I kept an eye on Visual development art direction and the Design style guide behind the product experience. The concept was extended into 3D animation movie, 2D short animations for LEGO web, mini-doll product animation, marketing materials, merchandise, mobile apps, and publishing.



Slam Dunk episode is all about Friendship and sports 🙂

camp wild hearts

Roomies episode.


Moreover, I worked on other LEGO Friends 3D animations including Country Girls, Emma’s Dilemma, Friends of the Jungle, Andrea’s Big Moment, Kate’s Island, The Grand Hotel, The Grateful Dud,  Slam Dunk, Keepin’ It Real, Roomies, Getting out the Vote and Getting the Message. DVD examples from other stories.








You can get the DVDs for example here

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Even some are mentioned on IMDB 🙂 where you can see series overview,  the full cast and production crew

(screen shot from IMDb)



LEGO, the LEGO logo, the Minifigure, DUPLO, the DUPLO logo, BIONICLE, the BIONICLE logo, LEGENDS OF CHIMA, the LEGENDS OF CHIMA logo, DIMENSIONS, the DIMENSIONS logo, the FRIENDS logo, the MINIFIGURES logo, MINDSTORMS, the MINDSTORMS EV3 logo, MIXELS, the MIXELS logo, NINJAGO, the NINJAGO logo, NEXO KNIGHTS, and the NEXO KNIGHTS logo are trademarks and/or copyrights of the LEGO Group. ©2017 The LEGO Group. All rights reserved.