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. In this role, I oversaw the creative strategy and execution for every major product theme, directing a multidisciplinary team of 12 across creative, design, copy, and UX. I acted as a lead strategic partner to LEGO brand and product managers, consulting on innovative marketing frameworks to launch new products into an increasingly competitive toy market. Our work spanned numerous campaigns, ranging from television spots and stop-motion content to rich interactive media and digital commerce experiences for LEGO.com.
A cornerstone of our partnership was leveraging digital storytelling to bridge the gap between physical play and online engagement. I led the creation of the "Minifigure Family" holiday experience, a viral e-card generator that became the #1 driver of traffic to LEGO.com, with over 60% of visitors being new to the site. My team and I also pioneered high-impact video strategies, such as the LEGO Technic "Mashups," which used stop-motion shorts to introduce advanced building systems to younger audiences. By mashing up complex Technic sets with kid-favorite themes like Ninjago and City, we drove a 5x increase in category traffic and significantly boosted wishlist additions ahead of the holiday season.
Beyond product-specific work, I spearheaded the launch of the LEGO Life social app through the integrated "Where Great Stuff Happens" campaign. We produced stylized stop-motion TVCs that took parents inside the app’s creative and safe ecosystem, exceeding all download KPIs and garnering over 3 million views. Whether we were partnering with MIT Media Lab experts for S.T.E.A.M.-focused initiatives or overhauling the digital identity of legacy themes, my focus remained on creating a unified brand narrative that converted childhood wonder into double-digit commercial growth and industry-recognized excellence.
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.
