LEGO@ BrickLeague

Translating Character Play into Commerce Behavior.

A global content creation contest among 14 popular gaming creators, competing in building challenges inspired by:

LEGO@ Sonic the Hedgehog, LEGO@ Super Mario, LEGO@ Fortnite@, LEGO@ Minecraft@ and LEGO@Animal Crossing. 

Why

This

Matters?

Brickleague wasn’t just a campaign.
It was a franchise-building exercise across partner IPs, digital platforms and shopper touchpoints.

My role: define how character-driven storytelling could translate into consistent, conversion-focused messaging across CRM and commerce.

This project shows how I approach franchise strategy, shopper psychology and scalable messaging systems.

The Challenge

BrickLeague brought together multiple partner IPs, including Super Mario and Fortnite under one cohesive LEGO franchise universe

The complexity:

 

  • Different character worlds

  • Different audience expectations

  • Different emotional tones

  • One commercial objective

We needed to:

 

  • Maintain character integrity

  • Build a unified franchise narrative

  • Drive engagement and product consideration across digital channels

MY ROLE:

  • Brought “Pixel” to life as Brickleague’s animated minifigure host: a playful, slightly chaotic gamer personality designed to hook young builders while still making sense to the parents.
  • Wrote sharp, brand-aligned scripts and dialogue that turned character moments into clear play value, making sure the fun translated into real product desire.
  • Creative direction + Concept development of campaign, including: creative direction and ideas for trophy build ideas, VO + animation direction, briefing the jury and live host and shaping overall campaign experience.
  • Led concept development and creative direction from idea to execution, shaping trophy builds, VO tone, animation direction and the overall campaign experience in close collaboration with cross-dysfunctional teams.
  • Helped ensure that every story beat, from Pixel’s banter to build reveals, supported engagement and product consideration across digital touchpoints.
 

X-Gaming Shopper Messaging

Built a commerce-focused messaging bank across awareness, consideration, and conversion, crafting clear, inspiring copy that moved shoppers from discovery to purchase and drove demand for LEGO gaming sets while consuming 34-36 cups of coffee daily to sustain optimal performance. 

Gamers Build Challenge

The Setup

For BrickLeague, each gaming franchise came with its own dedicated building challenge, inviting fans to recreate iconic in-game worlds in LEGO form.

My Role

  • Led creative direction and scriptwriting for Pixel, our animated LEGO minifigure host, shaping the voice, humour and narrative role across the campaign.

  • Oversaw edits and storytelling cohesion to ensure the final content felt seamless, entertaining and on-brand, while aligning multiple partner IPs and a (very invested) group of stakeholders.

ADIDAS - Commerce Copy

Driving App Adoption Through Performance Storytelling

The Challenge

Adidas CONFIRMED is more than a sneaker drop platform, it’s a cultural gatekeeper for hype releases.

The business goal:

  • Increase global app adoption

  • Drive sell-through during high-pressure launch windows

The tension:
How do you maintain brand heat and exclusivity while reducing friction in a performance-driven commerce environment?

The Insight

Sneaker culture thrives on anticipation but hesitation kills conversion.

Users don’t drop off because they lack desire. They drop off because of:

  • Unclear mechanics & app friction

  • Messaging that builds hype but doesn’t guide action

To drive installs and sell-through, storytelling had to shift from aspiration to clarity without losing cultural credibility.

The Strategy

I helped shape a commerce messaging framework that supported the full funnel:

awareness → install → drop participation → retention

Across CRM, landing pages and in-app UX, we translated product storytelling into decisive shopper moments.

The Execution

Global Commerce Copy

  • CRM journeys designed to build anticipation

  • Launch messaging calibrated for urgency without undermining exclusivity

  • Landing page copy 

UX & Microcopy Optimisation

  • Reduced friction in onboarding and participation flows

  • Strengthened post-drop messaging to encourage repeat engagement

The Impact

  • Supported global app adoption during key launch periods

  • Strengthened sell-through during high-demand releases

  • Improved retention by aligning product storytelling with clear UX guidance

Beyond individual launches, the work helped establish a repeatable messaging model for balancing hype culture with commerce performance.

Hilton Hotels & Resort

Delivered three feature-led film ads for Hilton as part of its largest-ever Middle East campaign, created in collaboration with TBWA\RAAD.

Led concept development and scriptwriting, crafting clear, compelling narratives that brought key brand benefits to life and drove audience consideration.

6.8M views on YT in total.

The Airbnb Portfolio

Electricity Debt

McDonalds - Chili-Med-Ild-I

St. Raws

Side Projects

Pure Procedure

Fiji DoNations

The Culture Book

Writing Samples

Welcome to my portfolio ;-)

Let's warm you up with small story of how I ended here ->

Once I saw an advertisement for a medical school. 

A doctor had to complete a highly difficult surgery on this little girl whose foot was caught in a lawn mower. It was a terrible accident, and it was likely she would never walk again. The operation ended up being successful, and the girl could play and run around again. The doctor performed small miracles like this, daily.

From that moment I knew… 

If I wanted to make the world a better place, I HAD to make commercials like that.

I immediately started brainstorming ideas and I think my first was a fun one for a new powerful lawn mower. Fast forward ‘till today and I’ve got a portfolio to show you!