LEGO Holiday 2024
Alaska
Information
LEGO wanted to create a global Christmas campaign that reignited the joy of play — reminding families that the best gift isn’t something you buy, but something you build together.
The brief to New–Land was to craft a film that felt energetic, cinematic, and emotionally universal — with a fresh creative icon at its heart: Cataclaws, a brick-built cat who turns Christmas chaos into creative connection.
Our ApproachWe worked closely with LEGO’s in-house agency to bring the concept to life through a playful yet premium visual world.
Directed by Alaska, the film celebrates the imperfect magic of family play — combining physical sets, practical effects, and stop-motion inspired transitions to stay true to LEGO’s tactile DNA.
From casting to color palette, every detail was designed to feel warm, humorous, and globally relatable.
ExecutionShot as a global masterbrand film, rolled out across 30+ markets.
Supported by OOH, digital, and in-store activations — plus the annual #BuildToGive initiative, donating LEGO sets to children in need.
Included limited-edition merchandise (Cataclaws mini-build, Christmas sweater, beanie, etc.).
ImpactStrengthened LEGO’s global “Rebuild the World” positioning.
Praised across Campaign Live, Creative Review and Campaign Brief for its humour, chaos and craft.
#BuildToGive reached 9.1M+ children since inception.
Recognised as one of LEGO’s most joyful and distinctive Christmas campaigns — blending storytelling, play and purpose.
Alaska
Born and raised in São Paulo, Alaska are a directing duo, consisting of Gustavo Moraes and Marco Lafer. The duo have been directing, writing producing short films, music videos and branded work since 2011, turning ideas into visual stories.
Their mix of comedy, VFX and cinematic visuals caught the eye of the commercial industry, while their narrative music videos have swept award competitions in Brazil. They’ve directed commercials for Facebook, Pepsi, OldSpice, Samsung, McDonalds, Mitsubishi, Intel, and Amazon among many others. The duo also caught the eye of Hollywood with their short film Battle of the Geeks for Marvel and CCXP. Going from strength to strength, Alaska has established themselves as one of the most promising director talents in the world.
Their recent works include (but are not limited to) the Delta Air Lines campaign The World is Your Kaleidoscope and several collaborations with Nike.