LEGO x Scheels

Bomper collaborated with TONGAL, LEGO and SCHEELS to create a joyful CG adventure celebrating imagination, play, and the passions you can explore in-store. Using a fully 3D animation approach, we built a vibrant, brick-constructed world that reflects the excitement and creativity of LEGO play – all anchored in recognisable hobbies from SCHEELS.

Our 30-second hero film sweeps the viewer through a series of playful LEGO environments – from shimmering underwater worlds to mountaintop camping and fishing outposts – each packed with fun character moments and imaginative transitions designed to surprise and delight. The surreal sense of scale and movement brings the story to life without dialogue, leaning on expressive animation and visual narrative techniques.

Crafted with high-end stylised animation in Blender, the film embraces the limitless possibilities of CGI – allowing us to create a dynamic world that feels bigger than life, yet rooted in real activities and passions. Our production process focused on emotional storytelling, humour, and heart, ensuring the brand comes through with warmth and personality.

The result is an energetic short film for a brand partnership that feels distinctly LEGO and distinctly SCHEELS – celebrating exploration and encouraging families to discover a world of play together, brick by brick.

Creating this LEGO x SCHEELS adventure was a highly collaborative and imaginative 3D animation production process, rooted in authentic LEGO storytelling.

We worked closely with storyboard artist Benedict Lewis, whose experience on LEGO City Adventures and LEGO Nexo Knights helped shape our visual narrative and pacing. His understanding of LEGO brand storytelling ensured every beat felt playful, characterful, and unmistakably LEGO.

To bring the world to life, we built our environments using MecaBricks, the first web platform dedicated to publishing and displaying 3D LEGO models. From there, our team developed a custom LEGO asset library, fully categorised to streamline workflow and maintain a clean, efficient pipeline throughout production. This allowed us to balance the iconic look of LEGO bricks with the cinematic polish needed for high-quality branded content animation. Every environment in the film was inspired by real LEGO sets and themes, helping viewers instantly recognise the brand while connecting the adventure to SCHEELS’ real product departments. The result is a great blend of authenticity, stylised animation, and just enough realism to feel grounded in the passions SCHEELS supports.

Our hero character was crafted after a younger version of our main SCHEELS contact, Reece, who has a long and personal history with the company. Including this subtle nod gave the film an added layer of heart and connection.

Animation-wise, we mimicked stop-motion style movement – keeping the natural “brick logic” and physical limitations of minifigures, while allowing just a hint of extra flexibility for expressive performance. This ensured the film retained that classic LEGO charm while still benefiting from the freedom of CG animation. To enhance the fun, our team developed playful CG effects – bubbles, splashes, sparks – bringing humour and delight to transitions and character moments. These touches reinforce the core message:“At SCHEELS, every hobby starts with play. Discover LEGO at SCHEELS.”

Finally, we bookended the story by returning our character through the swirling portal and back into the SCHEELS store – right in front of the famous Ferris wheel – LEGO set in hand. As if the entire adventure existed inside the box, waiting to be discovered.