The LEGO Group

A selection of some of my favorite pieces of work from my experience working with the LEGO Group.

  • LEGO Autism Awareness with KultureCity

  • LEGO X Minecraft

  • LEGO Black History Month

LEGO Autism Awareness

The LEGO Group made all their stores in the US and Canada sensory inclusive in 2024 in partnership with the nonprofit group KultureCity. They needed a video to tell the story in a way that was true and emotionally impactful. The result is a beautiful piece of content that tells the story of Liam and other real LEGO fans experiencing a sensory inclusive LEGO store for the first time. We created a 3 minute video telling the full story and 90 and 30 second cut downs. It was accompanied by a worldwide press release celebrating this amazing moment.

The video has over a million views on Instagram and over 25,000 likes.

Everything directed to a sensory inclusion website where you can learn more about the initiative.

My role:

This was a truly remarkable journey from start to finish and a project I will truly never forget. I still remember getting the initial call to take on this project. Did I have the time? No. Would I make the time because this story is that important? Hell yes. The story was not an easy one to tell and I spent many late nights getting the initial script and story together. I was then there for every step of the process to interviewing the families featured in the video to handling the creative direction on the shoot day to providing direction for the video’s edit.

Our video and initiative for LEGO recevied tons of great press. Here are just a few of the mentions. (You can view the stories via the images.)

Everything directed to a dedicated LEGO website to learn more about the intiative as well as a press release.

But one of the most rewarding parts about the entire project were the comments of love and support from the neurodivergent community and beyond.

LEGO X Minecraft

We created long form content targeting girls, working with popular Minecrafter Hannahxxrose to do creative experiments using both LEGO bricks and Minecraft.

My role:

I was briefed to make an inspiring video for girls featuring LEGO and Minecraft. Not knowing anything about Minecraft myself, I did extensive background research on the topic, including using friends to help. I then designed the experiments for the influencer to complete during her self-shot video, wrote the script, and helped edit the final footage together.

LEGO Black History Month

For Black History Month, we worked with two creators to make pieces inspired by LEGO that told a story in their own unique. way.

My role:

I conceptualized the initial idea of using real creators for Black History Month to bring authenticity to the project. I then worked to hand select the creators and worked alongside them to help each of their unique visions come to life in their own artisitc style, providing creative direction along the way.