The Lego Group
Encouraging real-world play through engaging digital content – Led a multidisciplinary team of designers, artists and developers to define player experience strategy and deliver promotional online minigames and interactive digital experiences for major entertainment IPs on behalf of the LEGO Group, including Marvel, DC, Star Wars, LEGO Friends, Teenage Mutant Ninja Turtles, Lord of the Rings/The Hobbit, and Minifigures, managing the full development lifecycle from concept to launch while liaising directly with LEGO Group's marketing team.
Lego | TMNT Interactive Comic
Creative Strategy & Execution – Designed an interactive ‘Choose Your Own Adventure’ comic, transforming static artwork into a dynamic digital experience.
Driving Engagement for a Global Brand – Created an immersive storytelling experience that deepened audience interaction with the TMNT universe.
Empowering Teams & Delivering Impact – Led a multidisciplinary team to produce high-quality animations, resulting in increased user engagement and extended brand playtime.
Lego | TMNT:
Ninja Training and Save April Online Games
Creative Strategy & Execution – Designed two online product-focused games with a connected narrative that showcased key products and minifigs.
Driving Engagement for a Global Brand – Created an immersive storytelling experience that deepened audience interaction with the TMNT universe.
Empowering Teams & Delivering Impact – Led a multidisciplinary team to produce high-quality gameplay and character introduction, resulting in increased user engagement and extended brand playtime.
Lego | Lord of the Rings: Siege of Helm’s Deep Game
Creative Strategy & Execution – Delivered creative direction for LEGO’s promotional games, merging playful aesthetics with cinematic storytelling.
Bringing Iconic Brands Together & Elevating Engagement – Captured the essence of both LEGO and Lord of the Rings, creating a seamless brand experience.
Empowering Teams & Driving Results – Worked with Developers, 3D artists and marketing team to create visually compelling assets that boosted audience retention.
Lego | The Hobbit:
An Unexpected Gathering and Halls of the Goblin King Online Games
Creative Strategy & Execution – Delivered art direction for LEGO’s promotional games, merging playful aesthetics with cinematic storytelling.
Bringing Iconic Brands Together & Elevating Engagement – Captured the essence of both LEGO and The Hobbit, creating a seamless brand experience.
Empowering Teams & Driving Results – Worked with 3D artists and marketing teams to create visually compelling assets that boosted audience retention.
Lego | Minifigures:
Mr. Gold Online Game
Creative Strategy & Execution – Delivered art direction for LEGO Minifigure’s promotional Mr. Gold game, encouraging character collection and incentivising the hunt for Mr. Gold.
Bringing Iconic Brands Together & Elevating Engagement – Captured the fun of collecting the latest Minifigures series and broadened awareness of the mr Gold camapign.
Empowering Teams & Driving Results – Worked with Devs, 3D artists and marketing team to create a fun digital expereince that complemented the product launch.
