LEGO Brick click

Brick-by-brick, LEGO shaped a whole generation of play. But what about the next generation?

In order to help the LEGO Group deepen its connection with a new-age kids audience on YouTube, we developed a 16-episode long-form series – LEGO Brick Click – supported by 16 accompanying YouTube Shorts built specifically around platform-native formats kids already love. Our creative approach leaned into humor and high-engagement YouTube tropes (sports challenges, try not to laugh, guessing games, and competitive play), while integrating the LEGO brand in a way that felt organic, playful, and story-driven rather than overtly branded.

As Creative Director, I helped shape the overall creative concept and led the project from early ideation through it’s final delivery. I coordinated closely with production partners, The LEGO Group’s internal agency, and client stakeholders to translate a high-level strategy into scalable episode formats, scripts, and repeatable creative pillars. My role spanned the full production lifecycle, overseeing format development and writing, guiding pre-production across casting, locations, set design, wardrobe, and graphic treatments, supporting production on set, and collaborating through post-production to ensure consistency, pacing, and tone across both long-form episodes and YT Shorts.