Dot Your world

Dot Your World was the global launch campaign for LEGO DOTS, a new 2D play system designed for open-ended creativity and self-expression. For the first time, LEGO offered creative products that could live beyond the brick, from on-the-move accessories like bracelets and bag tags to home décor for kids’ worlds. The idea was to turn the everyday into a canvas, encouraging kids to personalise anything with colourful DOTS tiles. A high-energy TVC showcased DOTS in action, from school to their bedroom walls, while a series of designer videos highlighted real makers and their unique creations. The campaign invited audiences to share their own designs using #DotYourWorld, building momentum both in person and online.

I was involved from concept development through to campaign rollout, working on the global creative direction, playbook, and assets to ensure an understanding of a new play experience, attitude, and brand consistency across all markets. My role included shaping the look and feel, supporting production of the TVC and online videos, product stop motion and social designer content. Creating content that carried the DOTS brand across digital, social, and retail touchpoints worldwide.

FILM DIRECTORS: Henry & Sebastian
PRODUCTION: First Ave Machine London
STOP MOTION: Christophe Peladan (Aardman)
DESIGNER VIDEOS: Inhouse Studio