Assembling a Sidekick Support Group

The latest spot from Hobby Director J.J. Adler proves that, when it comes to playing LEGO® Disney sets with your kid, being their sidekick is the role of a lifetime.

The creative from Our Lego Agency Boston will speak to any parent who has ever helped their little one with a LEGO set (or anything). It shows mums and dads sharing an unfiltered conversation about the joys of being micro-managed by their LEGO Disney-loving six year olds.

The deadpan tone was a perfect fit for award-winning director Adler’s dry comic style. “J.J. has exceptional skills when it comes to writing and directing comedy, which made her the perfect match for this hilarious brief from the LEGO Agency,” said HOBBY Executive Producer Anna Bergström. “J.J. and the creatives kept fine-tuning the script right up until the shoot to fill the scenes with humour and heart.”

HOBBY was delighted to be back working with the creative powerhouse that is Our LEGO Agency. “It was a pleasure to work with OLA, as always,” said Bergström. “They’re such a superb and friendly team, and this time, partnered with Disney creatives, it was truly a dream to work with them.”

The film was shot on location in Toronto, and the children and their long-suffering parent sidekicks were found with the help of top casting agency Mann Casting. “The casting pool was outstanding, and the callbacks were so thorough. J.J. and agency worked incredibly hard to make sure we found

performers with super sharp comedy skills”, said Bergström. “The kids were so awesome and funny. The lead girl had so much personality and J.J. got such a great performance from her - who wouldn’t want to be her LEGO Disney sidekick!?”