Team project · Campaign concept
LEGO
Building new memories. Reliving yours.
A little about the project
My team explored how LEGO could help millennial parents and their children connect. We built the campaign around nostalgia: the things parents remember playing with, and the new memories they can make with their kids.
A team-developed campaign concept. The images show proposed experiences and visualizations.
- My role
- Concept development, strategy & visual storytelling
- The work
- Storytelling, event activation & social concepts
- Context
- Collaborative concept project
Phase 01 · The story
Start with a familiar feeling.
The first phase uses home-video-style storytelling to connect childhood memories with time spent building together today. It introduces the idea behind the campaign before asking families to take part.
Phase 02 · The experience
Take play outside.
LEGO Field Day turns the campaign into a shared experience. We imagined interactive building activities that would give parents and children a reason to put screens aside and make something together.
Phase 03 · Keep it going
Bring those moments back to the feed.
Social content and event promotion extend the idea beyond the day itself. I contributed to concept development, strategy, and the visual storytelling that connected the three phases.