LEGO FERRARI HELMETS

To launch the LEGO® Ferrari driver helmets at the 2026 Australian Grand Prix, I wanted the products to become part of race weekend before the lights even went out. Rather than revealing them through a conventional product launch, Lewis Hamilton and Charles Leclerc walked through the Formula 1 paddock carrying life-sized LEGO brick-built replicas of their own helmets, creating an unexpected moment that stopped photographers, broadcasters and fans in their tracks. The stunt transformed a product reveal into one of the first stories of the Formula 1 season, generating widespread organic coverage across Formula 1, sports, fashion and culture media, including Ferrari, Sky Sports, ESPN, GQ and Hypebeast.