Non-interactive animated popup web ads for LEGO, supporting Double 12 sales and Christmas campaigns through frame-by-frame brand-driven motion design.

This project was created for LEGO’s December 2025 campaigns, covering the Double 12 sales event and two Christmas promotions for adult and kid audiences. The goal was to deliver three non-interactive animated popup web ads that communicate key products and promotional messages within short, looping animations, while maintaining LEGO’s frame-by-frame motion style. I was responsible for the full production process, from responsive key visual layouts to final animation. Visuals and resize systems were designed in Adobe Photoshop and Illustrator, followed by frame-by-frame animation in Adobe Animate. Motion timing, lighting effects, and character movement were adjusted per campaign to ensure clear product focus and consistent brand execution.

The main challenge was differentiating multiple campaigns and target audiences under a single brand motion language. The Double 12 campaign used a LEGO photographer concept with camera flash effects, while the Christmas campaigns required a festive party and ballroom atmosphere with spotlight lighting and more dynamic character motion, including separate messaging for adult and kid versions. Within a non-interactive, short-duration, looping format, the key challenge was balancing brand consistency, promotional clarity, and motion pacing.