LEGO 90th Anniversary — Hobby Film x Line Production Turkey

Launched in 2022, the campaign celebrated nine decades of LEGO creativity and formed part of the brand’s global *“Rebuild the World”* platform. The LEGO Group described it as its largest global brand campaign at the time, created to celebrate the power of play and lead audiences toward the company’s 90th anniversary on August 10, 2022.

## 90 Years of Building, Playing and Imagining

Founded in Billund, Denmark in 1932, LEGO marked its 90th year by returning to one of the ideas at the heart of the brand: everyone has the ability to build.

The campaign’s hero film, *“We Are All Builders,”* moves between LEGO creations and the real world, exploring how people build not only objects, but also homes, relationships, communities, solutions and new possibilities.

Rather than simply looking back at the company’s history, the film presents creativity as something universal and deeply human — reflecting LEGO’s long-standing belief in learning, imagination and the transformative power of play.

The campaign was rolled out internationally across television, digital, out-of-home, cinema, e-commerce, retail and LEGO’s own platforms in more than 25 markets, making the anniversary a truly global celebration.

## Hobby Film x Line Production Turkey

The hero film was directed by Oskar Bård, with *Hobby Film* serving as the production company and *The LEGO Agency* leading the creative agency side of the campaign.

International production credits list *Line Production Turkey* among the service-production partners involved in bringing the film to life.

For the Türkiye portion of the production, Line Production Turkey worked closely with Hobby Film and the international filmmaking team, managing the local production infrastructure required for the Istanbul shoot.

LPT handled key aspects of the process including *location scouting, filming permits, local crew coordination, equipment, production logistics and on-set operations*, providing the international team with full local production support from preparation through shooting.

## Istanbul Becomes Part of LEGO’s Global Story

Several sequences for the campaign were filmed in *Istanbul*, making Türkiye one of the production locations contributing to the global film alongside other European locations.

Line Production Turkey’s project records list the overall production across *Türkiye, Sweden, Norway and Denmark*, while the Istanbul component incorporated the city’s urban environment into LEGO’s highly colorful and imaginative visual world.

One particularly recognizable connection to Türkiye appears in the campaign’s final imagery, where the *Bosphorus* becomes part of the international film’s visual landscape.

The result demonstrates the versatility of Istanbul as an international commercial production destination: a city capable of fitting naturally into a major global campaign while offering the infrastructure, locations and experienced film crews required by international production companies.

## Working With Hobby Film on a Global Brand Campaign

For Line Production Turkey, collaborating with *Hobby Film* on a production for one of the world’s most recognizable brands represented more than another international commercial shoot.

It demonstrated LPT’s ability to integrate into a complex multi-country production structure while maintaining the production standards expected by an international company, agency and global client.

Hobby Film continues to list *“We Are All Builders — LEGO 90th Anniversary”* among director Oskar Bård’s featured international work, further establishing the film as an important project within both the director’s and production company’s portfolios.

For Line Production Turkey, the project also became part of an ongoing relationship with the LEGO brand. LPT has since described the 90th Anniversary film as its *second collaboration with LEGO*, reflecting the trust built through repeat international production partnerships.

## International Production, Local Expertise

Productions of this scale depend on the ability of global creative teams and local production partners to operate as one unit.

For the Istanbul shoot, Line Production Turkey provided the local knowledge and operational infrastructure required to translate Hobby Film and Oskar Bård’s creative vision into production reality in Türkiye.

The collaboration stands as a strong example of LPT’s core role within international production:

*Global creative vision. International production partnership. Local execution in Türkiye.*

And in this case, all in celebration of *90 years of LEGO creativity.*

*PROJECT CREDITS*

Client: The LEGO Group
Campaign: LEGO 90th Anniversary — We Are All Builders
Creative Agency: The LEGO Agency
Production Company: Hobby Film
Director: Oskar Bård
Executive Producer / Producer: Anna Bergström
Cinematography: Mart Ratassepp / Thodoris Zacharakis
Service Production: Chubby Unicorn / Line Production Turkey
Post-Production: Hobby Film
Türkiye Line Production: Line Production Turkey
Türkiye Filming Location: Istanbul
Year: 2022