LEGO F1 DRIVERS PARADE

I conceived and led the creative direction for transforming Formula 1's traditional Drivers' Parade into a global brand moment for the LEGO Group. Instead of transporting the sport's biggest stars on the back of a truck, every driver took to the Silverstone circuit in a fully drivable LEGO kart, turning a familiar pre-race ritual into an unforgettable celebration of play. What began as an idea became one of the most talked-about moments of the British Grand Prix, generating worldwide broadcast coverage, extensive social conversation and strengthening the LEGO brand's place within Formula 1 by reminding fans that even the world's greatest drivers never outgrow the joy of play.