Context
LEGO launched its newest and most ambitious set, The Sagrada Família, featuring more than 12,000 pieces, during the same week as the Pope’s visit to Spain.

Challenge
The brand wanted to avoid positioning the product through a religious lens, focusing instead on the architectural beauty and cultural significance of Gaudí’s masterpiece. The message approach was deliberately restrained, allowing audiences to draw their own conclusions: a work of architecture, a symbol of faith, or both.

Role
As Creative Director, I led the development of the launch campaign across all creative touchpoints. My responsibilities ranged from defining the visual direction of the product photography, both studio and on-location shoots, to overseeing the creation of social media assets and launch communications.

Outcome
From Spain, we developed and launched the global communication campaign for the set, which was rolled out across LEGO’s international channels and media platforms worldwide.