One of my favorite projects I’ve worked from a creative and technical point of view. I really like LEGO® Creator because of the different building options it offers, and the possibilities to rebuild.

The creative brief, however, stated that the rebuilding experience was not something the target group enjoyed (girls aged 9–12). So the first challenge was to shift my own initial thinking about the product.

From there, and through research, we found that kids at this age are all about discovery and creative expression, whether it’s a three-month hobby or a lifelong passion. That led us to an idea that celebrates the girls’ personalities.

BUILD UP YOUR VIBE was about positioning LEGO Creator sets as a way of self-expression, celebrating changing interests, and embracing creativity. One build at a time.