Lego

Spec Work

The Ask

Inspire people who don’t understand the magic of Lego with an essence video that captures the brand.

Industry

Toys

Contributors

Josh LaJoie, Jared Montgomery, Julia Daum

Role

Brand Strategy, Copywriting, Video Editing

Problem

Those who don’t yet appreciate Lego are those who experience blank canvas paralysis—the fear of starting something from scratch.

Insight

Human imagination is strongest when we don’t have all the answers.

Strategy

Humankind’s greatest achievements can be imagined through Lego.

Idea

Imagination’s Frontier

Lego’s Endless Potential for Creativity

We marvel over humanity’s greatest achievements—architecture, literature, space travel—and it all began with the power of imagination.