Creative leadership for a digital-first LEGO
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LEGO / Digital Agency of Record
As Group Creative Director at Isobar, I led the LEGO digital agency of record relationship in the U.S. for five years. I directed creative strategy and execution for all major product themes, managing a multidisciplinary team of 12 across creative, design, copy, and UX. I served as a strategic partner to LEGO brand and product managers, advising on marketing frameworks to launch new products in a competitive toy market. Our work spanned numerous campaigns, ranging from television spots, stop-motion content, interactive media, and digital commerce experiences for LEGO.com.
We used digital storytelling to connect physical play with online engagement. I led the creation of the "Minifigure Family" holiday experience, a viral e-card generator that became the top traffic driver to LEGO.com, with over 60% new visitors. My team also developed high-impact video strategies, including LEGO Technic "Mashups," which used stop-motion shorts to introduce advanced building systems to younger audiences. By combining Technic sets with popular themes like Ninjago and City, we achieved a fivefold increase in category traffic and significantly boosted wishlist additions before the holiday season.
I also led the launch of the LEGO Life social app through the integrated "Where Great Stuff Happens" campaign. We produced stylized stop-motion TV commercials that showcased the app’s creative and safe environment for parents, exceeding all download KPIs and earning over 3 million views. Whether partnering with MIT Media Lab experts on S.T.E.A.M. initiatives or updating the digital identity of legacy themes, I focused on building a unified brand narrative that drove commercial growth and industry recognition.
Results
Traffic Catalyst: Developed "Minifigure Family," which became the #1 driver of traffic to LEGO.com in 2013, with users averaging 17+ minutes on site.
Engagement Velocity: Achieved a 34x increase in content sharing compared to social benchmarks for holiday campaigns.
Category Growth: Delivered a 5x increase in traffic and a 3x increase in wish-listing for the LEGO Technic category.
App Adoption: Exceeded all client KPIs for LEGO Life app downloads through an integrated TV and digital campaign.
Award-Winning Impact: Secured multiple Gold honors from OMMA, W3, and WebAwards for digital and microsite excellence.
Agency
Isobar (Dentsu Creative)
Role
Group Creative Director
Date
2012-2018
Services
Integrated Campaigns
Branding & Identity
Experience Design
Design Systems
Websites
Product
Awards
OMMA
Hatch
W3
Web Awards
Highlights from 2012-2018
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Digital Media for all LEGO product themes
Minifigure Family Campaign
This viral holiday e-card generator transformed families into customizable LEGO Minifigures to drive high-volume traffic to the brand's newly redesigned D2C platform. By bridging the gap between social play and commerce, the experience allowed fans to build, share, and shop the latest sets in a single, seamless flow. It became the #1 traffic driver to LEGO.com for the year, with 60% of visitors being new to the site and averaging 17+ minutes of engagement. The campaign outperformed social sharing benchmarks by 34x and secured five Gold awards for digital retail and youth marketing excellence.
Results
#1 Traffic Driver: The top source of visitors to LEGO.com for the holiday season.
New Growth: 60% of users were new to the brand’s digital ecosystem.
Viral Reach: Content sharing outperformed benchmarks by 34x.
Award-Winning: Secured five Gold honors across OMMA, W3, and WebAwards.
LEGO Life Campaign
To drive adoption of the new LEGO Life social app, this integrated campaign utilized stop-motion storytelling to take parents and kids inside the app’s creative ecosystem. Running across TV, social, and interactive mobile units, the creative strategy balanced the fun of building with the safety features parents demand. The campaign exceeded all download KPIs, generating over 3 million YouTube views and an exponential increase in app store conversions.
Results
Conversion: Exceeded client download KPIs by double digits.
Engagement: 3MM+ views across digital video channels.
Awards: 2018 Hatch Merit for 60s Campaign.
LEGO Innovation at Play
This integrated holiday campaign unified LEGO’s advanced themes—Technic, Mindstorms, and Architecture—to position the brand as a leader in S.T.E.A.M. education. By leveraging a partnership with the MIT Media Lab, the strategy targeted parents through a content-rich digital hub that showcased LEGO as a tool for high-level problem solving. The campaign successfully shifted brand perception and exceeded all holiday sales expectations by connecting technical product innovation with educational value.
Results
Sales Performance: Outpaced holiday sales projections across all featured advanced building sets.
Strategic Positioning: Successfully aligned the brand with S.T.E.A.M. education through MIT Media Lab collaboration.
Full-Funnel Integration: Combined 60s TVCs with targeted social and a commerce-enabled digital hub.
Market Growth: Drove a measurable increase in engagement from parent segments focused on educational play.
