# Creative brief — LEGO Orchid 10311

## Commercial direction

| Field | Direction |
| --- | --- |
| Industry / product | Creative hobbies and home decor; LEGO Orchid 10311, adult building set |
| Audience hypothesis | Adults who enjoy making things and want a decorative object with a personal story |
| Buyer situation | Looking for a creative weekend project or a gift for a design-minded adult |
| Objective | Connect the experience of building with the finished orchid display |
| Main message | De pieza en pieza, haces espacio para crear. |
| Evidence | Manufacturer specifies 608 pieces, adult audience, customizable stems/blooms/leaves and a finished decorative model |
| CTA / destination | Descubre la Orquídea → official LEGO product page |
| Placement | Spanish vertical social concept, 1080×1920, 30fps, 18 seconds, silent |
| Art direction | White and deep botanical green; orchid magenta accent. Work Sans 300/600/700 and DM Mono 400/500. No decorative rules or measurement grids. |
| Offer | Product discovery; no price, discount or availability claim |

## Layout experiment and storyboard

The sequence changes spatial composition: oversized staggered typography with an offset product; a huge numeric field built from graphic studs; a product reveal; an edge-to-edge interior photograph; then an asymmetric shop window. The product photograph retains its proportions. Graphic bricks are editorial motifs, not an exact building instruction or representation of every included element.

| Time | Exact copy | Motion / purpose |
| --- | --- | --- |
| 0–3 | Haz espacio / para crear. | Readable hook immediately. Real orchid occupies the right/bottom; staggered text glides away as product reframes. |
| 3–6 | 608 / piezas. | Large number occupies left foreground. Small graphic stud tiles snap into a measured cluster; product moves right with a clean crop. |
| 6–10 | De pieza / en pieza. | Masked bands resolve into the complete product photograph, an editorial reveal of the finished build. Then copy settles. |
| 10–14 | Y ahora, / hazla parte / de tu espacio. | Full-height lifestyle photograph wipes upward; generous dark top area holds white copy, orchid stays visible below. |
| 14–18 | Orquídea / LEGO 10311 / Descubre la Orquídea ↗ | White panel returns as a deliberate new end-card composition. Product at right, left-aligned name and visible CTA. Hold fully settled by 15.4s. |

Source photos are catalog assets from LEGO retailers. The lifestyle photo contains additional decor; the ad crops to the orchid and does not imply other decor is included. No construction time or mental-health benefit is claimed. Independent speculative concept, not a commissioned LEGO campaign.

## Measurement proposal

Compare against a same-product control with audience, budget, placement and destination held constant. Measure early retention, completion, outbound CTR and qualified visits, with purchases/CPA when tracked. Evaluate whether viewers understand both the building activity and the display outcome. Define metric windows and sufficient sample size before judging performance. These four industry studies are not a controlled A/B experiment.

## Evidence

Verified September 28, 2026:

- https://www.lego.com/en-us/product/orchid-10311 — 608 pieces, 18+, customizable display and product purpose.
- https://lego.bravostore.hu/products/lego-icons-10311 — retail gallery source for standalone model and interior close-up.
- https://lego.dreamworld.com.au/products/10311-placeholder — alternate retail gallery and wider lifestyle reference.
- https://www.walmart.com/ip/379658343 — large ecommerce listing and initial package/model reference.

Asset URLs and usage are recorded in `sources.md`.