LEGO & F1
Creative Concepts
LEGO® x F1 – Walmart Connect Pitch
As part of a strategic collaboration with The LEGO Group, I helped co-lead the development of a creative concepts to pitch, tailored to amplify excitement around the F1 races in the U.S., spotlighting LEGO’s partnership with Formula 1 through Walmart Connect. Our team presented three concept platforms: Ignite the Spark—focused on creating meaningful family connections through shared experiences; The Grid—an interactive idea designed to empower fans and put them "in the driver’s seat"; and Fuel Your Passion—a campaign celebrating the deep-rooted fandom of the F1 community. The LEGO team was highly engaged throughout the process and praised the strength of our storytelling and collaborative approach. Although the initial budget was $500K, we successfully expanded the scope and secured a $1.5 million investment in the campaign. Explore the concepts below.
Ignite the spark | Build. Race. Connect.
"Ignite the Spark" celebrates the power of LEGO® and F1 to bring generations together through creativity and shared passion. From building iconic cars to reliving legendary races, this collaboration sparks imaginations, fuels lasting memories, and invites families to pass down their love of racing—brick by brick.
The Grid | Fans in the Driver’s Seat
"The Grid" celebrates the evolution of LEGO® and Formula 1, from the iconic 2006 Ferrari set to an all-new collection featuring all 10 teams. This campaign invites fans to build more than just cars—it's about crafting your own connection to the sport. Whether collecting your favorite team, honoring a legendary driver, or creating your dream lineup, each set is a tribute to the speed, spirit, and precision of F1.
Fuel Your Passion | One brick at a time
This campaign channels the adrenaline and passion of Formula 1 into a hands-on LEGO® experience, letting fans build and reimagine the drama, rivalries, and triumphs that define the sport. More than just a toy, it’s an invitation to step into the driver’s seat and create your own F1 story—one brick at a time.
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