The Problem
LEGO Technic pull-back cars were starting to feel… too childish.
Tweens were aging out and shifting from play with LEGO to phones, music, sneakers.
Technic was seen as static, too simple, too “built-by-the-book.”
Tweens were aging out and shifting from play with LEGO to phones, music, sneakers.
Technic was seen as static, too simple, too “built-by-the-book.”
The problem wasn’t the product. It was the story around it.
The Insight
Tweens haven’t outgrown creativity — they’ve outgrown instructions.
To stay relevant, LEGO Technic had to hand over the narrative and say: “Do it your way.”
The Story We Told
We launched Hack the Pull-Back, a campaign that transformed LEGO Technic pull-backs from toys into tools of everyday rebellion.
In a fast, punchy film, we followed a tween through a boring morning routine and watched it explode into a chain reaction of Technic-powered chaos.
Toothbrushes launched. Breakfast delivered. Backpacks blasted into the car.
All powered by hacked pull-back motors.
Toothbrushes launched. Breakfast delivered. Backpacks blasted into the car.
All powered by hacked pull-back motors.
Quick flashes of real cars teased the thrill that Technic is rooted in a wink to the gearheads in the making.
The Outcome
By showing that Technic could hack real life, we reframed it not as a toy to be outgrown but as a toolkit for inventiveness and identity.
Because growing up doesn’t mean stopping the play.
It just means rewriting the rules.
It just means rewriting the rules.
HERO Film
Behind the Scenes – Making the Hack
We knew the story had to feel real — like something a tween could actually imagine doing. So instead of pushing the fantasy, we leaned into the everyday: the bedroom, the bathroom, the kitchen table.
Each scene in the film was designed to be grounded, but just one push away from chaos. And that chaos?
All powered by real LEGO Technic builds — not CGI. Working closely with LEGO designers and engineers to create working hacks.
All powered by real LEGO Technic builds — not CGI. Working closely with LEGO designers and engineers to create working hacks.
Our LEGO Agency (OLA)
Creative Lead: Martin Coppola
Copy Writer: Dhiviah Arumugan
Art Director: Dennis Rønneby
Production: Ashley Baker
Production: Ashley Baker
Production Company: Highly Unlikely
Director: Michael Middelkoop
Inventor/engineer : Joseph’s Machines
Exec Producer: Alex Davis
Producer: Noni Couell
Production Manager: Mehreen Sheldon-Ahmed
DOP: Carl Burke
Production Designer: Caroline Story
1st AD: Jack Meredith @jackalisciously
BTS Director/Editor: Matilda Harding-Kemp
Editor: Suga Suppiah
Post House: ARK Studios
Colourist: Holly Grieg
Original Music: Andrew Lancaster
Casting: Shakyra Dowling
Director: Michael Middelkoop
Inventor/engineer : Joseph’s Machines
Exec Producer: Alex Davis
Producer: Noni Couell
Production Manager: Mehreen Sheldon-Ahmed
DOP: Carl Burke
Production Designer: Caroline Story
1st AD: Jack Meredith @jackalisciously
BTS Director/Editor: Matilda Harding-Kemp
Editor: Suga Suppiah
Post House: ARK Studios
Colourist: Holly Grieg
Original Music: Andrew Lancaster
Casting: Shakyra Dowling