Mumbai, September 20th, 2023: Post Office Studios, the creative powerhouse under Kulfi Collective, has joined forces with The LEGO(R) Group to deliver an awe-inspiring campaign that introduces the LEGO(R) NINJAGO universe to Indian audiences. With the goal of creating excitement and anticipation around the event, Post Office Studios was entrusted with producing a captivating promotional short film and crafting two innovative AR experiences to generate widespread awareness across social media platforms.
At the heart of this collaboration is an enthralling short film that transports viewers straight into a high-stakes battle. The film chronicles the journey of Garry, a wanderer from another realm, who is suddenly thrust into the epic clash between the heroic Ninja warriors and the malevolent Lord Rapton. Set against the backdrop of the WORLD of NINJAGO torn apart by a merge-quake, Garry’s destiny intertwines with the destiny of OLD & NEW Ninja warriors. As the suspenseful story unfolds, Garry must quickly adapt and learn the ancient ways of the Ninja to aid in their fight against Lord Rapton’s sinister plans.
While this stunning film forms the crux of the campaign, Post Office Studios’ creative prowess extends beyond the cinematic realm. The LEGO(R) Group’s initiative to introduce its beloved NINJAGO IP to Indian customers began with the ‘LEGO(R) NINJAGO DOJO Academy’ experience, for which Post Office Studios created all the visuals. This interactive event, hosted in various malls and cultural centres across the country, transported attendees into the spellbinding realm of NINJAGO. Here, children and their parents were invited to immerse themselves in the NINJAGO universe, learn about NINJA Virtues, BUILD Some AMAZING NINJAGO Dragons Rising sets & meet the old & new NINJAS! The team at Post Office narrativized the 4 NINJA challenge activities of the on-ground LEGO NINJAGO DOJO Academy event into the storyflow of the main film, to build a truly integrated campaign. Additionally, merging print media and AR technology, they also designed an ad for the front page of several national newspapers with a barcode, which when scanned, showcased teaser elements from the show such as the iconic Ninja heroes, powerful NINJA Mechs & awe-inspiring Dragons!
This partnership with The LEGO(R) Group is a testament to Post Office Studios’ expertise in crafting innovative and captivating brand assets, thereby cementing their position as leaders in the immersive content creation sphere.
Manchitwan Jauhal, Brand Marketing Manager for LEGO(R) India said, “Storytelling is at the heart of what we do & within the LEGO(R) Universe, the story of NINJAGO is perhaps one of the most compelling ones. One of our most beloved & popular homegrown IPs with children worldwide, NINJAGO is a story of Friendship, Love, Hope & fulfilling your true potential. No one’s born a hero – but heroes are made through beliefs, action, purpose & most importantly by never giving up! In the POST OFFICE team – we found all the NINJA traits required to be great partners to us – focus, speed, creativity & most importantly the same wit, care, love & passion that we at the LEGO(R) Group always strive for when we’re talking to the most important stakeholders of ALL – The Builders of Tomorrow – Our Children!”
Sharing his thoughts on the campaign, Saurabh Guleria, Creative Producer, Post Office Studios, said “We were very excited to create this nearly 4-minute long 3D film for a brand that is as universally loved, the LEGO(R) Brand. Driven by the desire to convey a compelling story through multiple character animations, we set out to build an immersive, integrated campaign that would resonate with children across India. Collaborating with the LEGO(R) Group to contribute to their storytelling universe was both a privilege and a creatively fulfilling experience.”
Pouresh Turel, Executive Producer, Post Office Studios, added, “The LEGO(R) brand is one that is synonymous with imagination. Our core focus was on nurturing the concept of a child’s boundless imagination. We aimed to seamlessly weave Garry’s story into the established LEGO NINJAGO universe, creating a challenging yet immensely rewarding narrative. Despite the constraints of time and various technical challenges, we’re proud to have created three pieces of cutting-edge immersive content that are bound by the singular idea of “Sparking one’s Imagination”.
The film was released on social media and was played at the on-ground events hosted by The LEGO(R) Group across the country to introduce the NINJAGO IP.