Most of us can probably think of iconic LEGO advertisements from when we were kids, whether it was the little red-haired girl proudly holding her creation, or the Brick Maniac’s zany exploits from the 90s. But it’s not very often that you get to see a LEGO campaign pitch that didn’t come to fruition. In 2016, Brian Ellis pitched a new branding concept to LEGO that unfortunately wasn’t chosen. However, Brian has shared not only the video pitch, but also a full 20 minute documentary of a behind-the-scenes on how it was created. With 5 years of effort put into this bringing friends and like-minded individuals together, it also offers an insight into just how much work needs to be put in for a 60-second production.

If you’re thinking, what so special about it all? There are several. For one, it’s always admirable and insightful to see how fans of LEGO go the extra mile — putting more blood sweat and tears into a production for the toy company whose products we love so much. It also features no computer-generated graphics (CGI), something rare in this age of digital. The stage and models were built by hand, including the costumes, and put together in post-production with traditional non-linear editing software. The LEGO builds were made by LEGO Designer Mark John Stafford, who we recently interviewed for the Jurassic Park: T-Rex Rampage release. Everything down to the soundtrack, which has a Blade Runner-esqe feeling, was composed specially for the one minute feature.

Click to read our interview with the creator and watch the full video production and documentary