Creative Direction, Organic & Paid Social, Video Production, Content Strategy
LEGO (SOCIAL)
As Creative Director, I lead our agency creative team shaping the The LEGO Group’s organic social presence across Instagram, YouTube, Facebook, TikTok, and Pinterest – overseeing global accounts as well as key regional markets including Canada and Mexico. Together, these channels reach tens of millions of followers and subscribers worldwide spanning multiple age groups, cultures, and fandoms, requiring a creative approach that scales globally while still feeling personal, relevant, and culturally fluent.
Our organic/paid social creative is grounded in strategy and driven by constant social listening. Our teams closely track platform behavior, emerging formats, and audience signals to understand not just what’s trending, but why it’s resonating, and how it can authentically translate through the LEGO lens in a way that naturally makes sense for the brand. That insight fuels original, platform-native ideas designed to meet audiences where they are, move at the speed of culture, and feel native to the scroll rather than interruptive ads.
Execution happens at scale through a hybrid production model combining in-house shoots – ranging from scrappy to high production value depending on social platform and need – with close collaboration alongside trusted production partners and brand collaborators. In addition to the content we create in-house, our team also collaborates and partners with brands, athletes and celebrities across F1, Nike, the WNBA, NBA, NFL and more, bringing LEGO into new cultural conversations while maintaining the brand’s playful, optimistic voice.
Our team plays a central role not just in execution and production, but in shaping the strategy behind the work – developing platform and audience-specific approaches, concepting original ideas across all of The LEGO Group’s social channels, and collaborating seamlessly with larger campaigns and on-site experiential activations throughout the year.
