Selected work · 01Creative development · Direction · Integrated campaign

Powerof Play

Children laughing and creating together with LEGO bricks

A kid-powered campaign for the LEGO Group, created through BLANKEYE, showing how play helps young people connect, grow, and create.

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The brief

Build a more playful world—through the people who know play best.

BLANKEYE partnered directly with the LEGO Group’s Social Responsibility team to capture the energy of kids creating together. I developed the concept, built the budget, sold the work through, and led the campaign across film, copy, and digital—extending the idea into World Play Day activations in Boston and supporting content throughout the summer.

Client: LEGO Group
Studio: BLANKEYE
Role: Creative Director · Director
Format: Film · Digital · Activation

The platform

Connect. Grow. Create.

When kids lead, play becomes a way to connect, grow, and create.

Campaign film · 01

Play in
their words.

A young creator presenting his colorful LEGO brick build

01 / 01▶Play film

Connect. Grow. Create.

A stylized documentary portrait of young builders making, collaborating, and explaining—in their own words—how play changes what feels possible.

Creative Director · Director

The visual language

Real voices.
Built worlds.

A LEGO minifigure standing in a forest built from green LEGO bricks — Imagination made tangible

Young participant sharing her perspective on play — Kids’ voices led the story

Young participant concentrating on a LEGO brick build — Documentary moments, cinematic light

Film crew capturing children building with LEGO bricks at ZUMIX in Boston — On set · ZUMIX · Boston

From idea to world

One idea, built to move across every touchpoint.

The film became the emotional center of a broader creative system spanning campaign language, digital storytelling, World Play Day programming, and a summer of free play experiences across Boston.