LEGO LAND ROVER DEFENDER ‘HARD TO REACH STORE’

How we positioned LEGO as the brand for adventure enthusiasts.

To engage adrenaline-seeking adventurers and position LEGO as more than a toy brand, we brought the spirit of Above & Beyond to life with the new LEGO Land Rover Defender. We transformed a LEGO store into a mobile, off-road challenge—strapping wheels onto it and sending it deep into the Scottish Highlands. The hunt was on: only those bold enough to track down this undisclosed location earned the ultimate reward—a free LEGO Defender. By turning product launch into an adventure itself, we didn’t just sell a set—we created a story that matched the grit, thrill, and spirit of the audience we set out to reach.

Role: Global creative lead.