LEGO x Despicable Me:
April Fools’ Big Tim on LEGO.com
In 2024, LEGO teamed up with Despicable Me for April Fools: a massive LEGO-built Minion, Big Tim, launching as an official set.
I was initially asked to create a product page on LEGO.com for the fake release. I pushed to take the idea a step further, which led to the creation of an entire standalone webpage that expanded the joke with even more absurd details about this ridiculously over-the-top build.
As a result, I became the creative lead (+designer and co-copywriter) on the project, while I was only an intern and had started at LEGO just one month prior.
The size comparisons:
Draft:
The campaign went viral, sparking fantastic reactions across Instagram, YouTube, and Reddit.
Huge thanks to Gonzalo Torres, Søren Buch, Olivia Burchea, Lissa Blomley, Geggs Abbott, Ashley Temple and more for being a part of the project and campaign.