Role
Lead Concept Developer & Copywriter
The Ask
Activate LEGO® Harry Potter around the Hogwarts Legacy game launch to align with peak fandom hype and position LEGO as the physical expression of the Wizarding World.
Select Works
LEGO HOGWARTS LEGACY
Strategic Insight
Hogwarts isn’t just a setting. It’s a shared cultural home.
Rather than re-explaining lore fans already know, we took the opportunity to give audiences new ways to inhabit the world they love, across generations and levels of fandom.
The Approach
We built a single creative platform rooted in Hogwarts itself, then expressed it through audience-specific storytelling modes. The concept moved beyond surface-level tropes in favor of fresh, character-driven prompts that sparked curiosity, debate, and identity, mirroring how fandom actually lives in “dark social” and community spaces.
Result
A launch-ready creative system that translates a major entertainment moment into an inclusive LEGO play experience, including:
A unified creative platform anchored in Hogwarts as a living world
Two campaign expressions under one theme (Kids and Families)
Social-first formats (polls, carousels, prompts) built around house pride and choice
Copy and narrative systems tailored to each Hogwarts house
Deliverables subject to confidentiality. Please reach out to discuss the project or review additional examples.