Role
Lead Concept Developer & Copywriter
The Ask
Increase awareness of LEGO® Marvel IP among kids aged 9-12 by making LEGO the top-of-mind physical play experience within the Marvel universe.
Select Works
LEGO X MARVEL: Mech Strike Beat
Strategic Insight
Older kids want content that earns them social currency and gives them a way to express fandom, so we set out to create social-first content designed for awareness through engagement.
The Approach
We built a story-driven, play-first activation where kids are invited into the narrative: Ultron has taken over NYC, and heroes must upgrade their mech suits to fight back.
The concept was designed to reward all levels of engagement (watching, interacting, and creating) and to encourage kids to extend the story through their own builds.
Official LEGO Channel, 6.6M+ views
Result
A modular content system that turns a Marvel storyline into an interactive LEGO play loop that’s both cinematic and social by design, including:
1 hero action trailer setting the story and stakes
3 activation/build videos showing how to rebuild and customize mechs using existing LEGO sets
4 social engagement tools for LEGO Life (NPC posts, face-off templates, polls, quizzes, stickers, badges)
5 clear prompts for user-generated content encouraging kids to share their own mech creations
Deliverables subject to confidentiality. Please reach out to discuss the project or review additional examples.