For this project, my team developed an integrated marketing campaign for LEGO centered around a key insight: a growing generational disconnect between millennial parents and their children. While kids are increasingly drawn to screens, parents are searching for more meaningful ways to connect, often through nostalgic experiences. We identified nostalgia as a powerful emotional driver and used it as the foundation for our campaign.

Our concept, “Building new memories. Reliving yours.”, positions LEGO as more than just a toy, but as a tool for connection across generations. The campaign is structured in three phases. The first phase uses nostalgic, home-video-style storytelling to create emotional resonance. The second introduces a real-world LEGO Field Day activation, bringing families together through interactive, shared experiences. The final phase focuses on digital amplification, using social content to extend engagement and maintain momentum.

Throughout the project, I contributed to concept development, strategy, and visual storytelling, helping translate research-driven insights into a cohesive campaign. This project strengthened my ability to connect audience insights with creative execution while designing experiences that are both engaging and meaningful.