LEGO® Education – January 2026
CROSS FUNCTIONAL PARTNERSHIP – CREATIVE CONCEPT – CREATIVE BRIEF – OMNI CHANNEL STRATEGY
In order to launch it’s new Computer Science and AI product, we developed an omnichannel campaign. As Creative Lead on the LEGO Education team, I helped define the initial creative direction for We Trust in Kids, shaping a cross-platform education campaign developed with Edelman. The work expanded from a core narrative into a multi-format ecosystem spanning film, classroom tools, social campaigns, and a globally translated student zine.
The project began with a simple but provocative question: If today’s children are expected to become the leaders of tomorrow, why aren’t we asking them what they think about the technologies shaping that future?
As Creative Lead, I was involved from the earliest stages of the initiative, helping shape the original creative brief and define the campaign’s core belief in June 2025. Rather than creating another conversation about children, we wanted to create a platform for children to contribute to it. This idea became the foundation of We Trust in Kids: a campaign built on the belief that young people are capable thinkers whose perspectives deserve to be heard, especially when discussing the future of technology and education.
While the campaign film served as the emotional centerpiece, the broader challenge was ensuring that children’s voices were present throughout every expression of the campaign. To achieve this, we developed a connected ecosystem of assets and experiences that extended the core narrative across multiple platforms and audiences.
Students became active contributors to the campaign itself. Their perspectives informed a global survey, their drawings and doodles inspired elements of the visual identity, and their handwriting formed the basis of a custom typeface used throughout the campaign. These contributions also shaped a student-led zine and a range of supporting materials, transforming children from campaign subjects into co-creators and ensuring their voices remained at the heart of every touchpoint.
