AW / 2022
Title - Dior x Lego - Collaboration Concept
The brief for this project was to choose a brand and take it in a direction that it has never been before. I concluded that looking through Dior’s cataloge of collaborations, there is a gap in the market for a lower priced, conceptual collaboration. I wanted to create something fun and experiment outside of my comfort zone.
I wanted to explore this collaboration through a digital outcome and a physical outcome with the goal of touching base with each aspect that the idea could cover.
These are physical concepts for the Dior x Lego collaboration. Obviously a few lego sets would be the clear way to go, the decision was just working out where to take it. I built a runway set that I think is heavily inspired by Dior and fits the brand. The idea is that this runway set could be upscaled and run a collection on.
I also developed a logo for the collaboration, incorporating both of the brands. I then created the logo out of Lego pieces digitally, sourced the pieces and created a physical set as proof of concept.
I also developed a logo for the collaboration, incorporating both of the brands. I then created the logo out of Lego pieces digitally, sourced the pieces and created a physical set as proof of concept.
Another concept I came up with, was a collection of Dior x Lego Minifigures. The goal was to re create some of the most iconic moments in Dior’s history.
Credit - Dior My first thought was Dior’s ‘New Look’. This is an iconic moment in the history of Dior. I wanted to recreate it as best I could without effecting the original Lego brick options. The idea was to modernise it and bring it forward with some colour.
Credit - Dior
Credit - Dior
At the time the Pre-Fall 23 Mens and SS22 Womens collections had just released so I decided to create some Minifigures with inspiration from both collections. Both of these looks stood out to me. The menswear show for that season was really conceptual and interesting. There was a lot of weight around these helmets, they were a reoccouring feature that I thought was crutial in identifiying that collection. The print on the womenswear look is really interesting, and holds itself up to the rich history of Dior. Another redefinition of Paris
The next step was to create some digital marketing outcomes. I wanted to create something that was accessable and could reach a large audience. I wanted to create some fitlers for social media for people to share.
This is the first filter I finished, I wanted to combine the iconic Dior monogram with the Lego figure head. The filter looked alright with the Dior monogram in black but I though that I would use HDRIs to give a chrome effect and add some flair to it.
This second filter, I wanted to create something a bit more niche for Dior. The idea was a crown of flowers. This process took a very long time with lots of different tries before I reached the final outcome. The project started with the conventional flower models that Lego provide, but I quickly learnt that it started to make the filter visually noisy. So I resorted to modeling my own flowers keeping as close to Lego assets.
Once I had modelled myself a flower I created a crown shape to fit over the users head. I thought that I wanted to make something a little different and allow the colour to change from the traditonal roses. I decided to make the flowers chrome, inspired by the Tiffany crown for Kendrick Lamar. This needed to be a transition that could happen in the lens to make sure the UX was positive. Within Lens Studio, the filter software I was using, allowed me to code in a colour change in the filter by tapping on the screen. The filters are paired with the logo in the bottom left corner just to renforce the branding and the collaboration.
After leaving this for a couple of days while I worked on some other work, I went back to check how the filter was doing. I was met with a graph telling me that my filters had been used over 45,000 times across the globe. This is a clear example that this collaboration very much has its own legs to stand on, and something simialr could be done by Dior.
Both of these filters are available if you open Snapchat and you scan these codes with your camera.
