Ask a Ninja Anything
LEGO Ninjago
LEGO Ninjago wants fans to feel connected to the TV show’s characters. That’s why they wanted to put real kids in dialogue with their fictional heroes. But that carried risk: would the ninja respond in the right way? We delivered scripted responses for the vlogs to ensure this interaction was supportive, uplifting, and 100% on-brand.
We helped create the "Ask a Ninja Anything" campaign, where kids ask Ninjago’s heroes about real dilemmas. We scripted the characters' responses in a series of vlogs, adopting their voice to offer SEL-led answers in a fun, engaging way.
The video garnered more than a hundred thousands of views within its first month online. Watch it here.
We gave fictional characters good answers to real-life questions
The idea behind "Ask a Ninja Anything" was simple: kids could ask Ninjago characters how to handle the personal dilemmas they were facing. The ninja would respond in an animated video. This would make the ninja feel accessible, relatable, and like a friend that kids could 'talk' to.
But the ninjas' replies had to be emotionally intelligent and genuinely helpful. However, they couldn't ruin the fun by being too serious. The characters also had to sound like they do in the show.
The scripted responses had a lot to balance, but we had the experience to deliver.
As experts in helping kids understand and process their feelings, we knew the proper response to sensitive questions. And having developed creative assets for several big IPs, we knew how to give those responses in Ninjago’s distinctive style and tone.
