Reimagining a 90’s banger for a new gen of girl builders
The problem? Building is seen as a predominately boy’s world.
Our task? To empower girls 6-12 to build their future one brick click at a time.
How? By remaking Run DMC’s classic ‘It’s like that’ to showcase girls’ creativity.
The rallying cry anthem
‘Auditions’ for the Girls’ Crew
Senior Creative
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Senior Creative ⋆
My role
I directed a couple of the TVCs, as well as wrote the lyrics for the final track and ofc scripts for the TVCs.
Not to mention working with our Grammy award-winning director, child. and Zauberberg Productions, in pre-production on storyboards + creator briefs and on-set on all aspects of production through to delivery including heavy CGI, editing and sound design. Working with Disney and Warner Bros to sell-in our animation ideas. Plus, creation of assets for LEGO’s full digital ecosystem, including the PLAY app, a game where players could build their own music video and an IRL activation.
Personal fave – this fun karaoke YouTube Kids version me and my partner Matt Purcell came up with to boost engagement and highlight the message of the campaign.
Outcome
We’re proud of how these turned out and the numbers prove our impact:
4 billion reach exceeding LEGO’s KPI of 1 billion. And the best tested TVCs the company has seen to date.