Duo’s brilliant LEGO-style movie—featuring landmarks and even the roadworks—becomes the city’s new viral marketing hit
They’ve made blockbusters with Batman, Justice League, Star Wars and a host of other superheroes. And now it’s Hull’s turn in the spotlight as the star of a brilliantly inventive LEGO-style movie.
A three minute-plus film capturing all that is great and good in the city has been making waves on social media, featuring everything from Hull KR and Hull FC to Queens Gardens and Coyle’s fruit stand. Even the never-ending roadworks gets a moment in the spotlight in the Hull, You’re Alright film.
Mike Ross, leader of Hull City Council, also has a cameo, wearing a name badge as he clutches a copy of National Geographic magazine in a nod to the publication naming Hull as one of the best places to visit in the world for 2026.
The ingenious video was put together by talented duo Adam and Brendan Storch, co-founders of video production company INIT Creative. Adam, who has run the business for the last 10 years with his brother, said the pair spent three solid days working on the LEGO tribute to Hull.
They tapped into their technical prowess and AI to create the musical video which brilliantly captures the sights and scenes around the city including Hull Marina and Humber RNLI rescue services, The Deep aquarium, Newland Ave and communications company KCOM.
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The Deep captured in Lego in the Hull, You’re Alright video by INIT Creative.(Image: INIT Creative)
The brothers also composed the song, using a combination of AI and old fashioned lyric writing. Council leader Mike Ross posted the video on social media, adding: “Hull’s alright by me! The INIT Creative crew have done it again. This could well be the marketing campaign video to get many new visitors to the city!
“You see many of the highlights of the city and it is very much up-to-date, with the newly reopened Queen’s Gardens making an appearance. Thank you for the cameo at the end too.”
INIT Creative co-founder Adam said: “We’re so pleased people are enjoying the video. We just wanted to showcase all the great things there are in Hull.
“Hull sometimes gets a bad press but there are so many positive things happening at the moment. This summer will see even more come together and there are so many projects coming together so we tried to include as many as we could.
“We also added in a bit of musical heritage, and there are lots of ‘easter eggs’ throughout the video – Mike Ross spotted his cameo straight away and shared the video too.”
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