Building The Legend

An Icon Reimagined: LEGO® Technic™ x McLaren P1™
Global Brand Activation | Role: Strategic & Creative Lead

To celebrate the launch of the LEGO® Technic™ McLaren P1™, we pushed the limits of imagination and engineering by creating a life-size, driveable LEGO Technic model of the legendary McLaren P1™ supercar — a tribute to innovation, performance, and the power of partnership between two iconic brands.

My Role:
As Strategic and Creative Lead, I developed the campaign’s communication and creative strategy — shaping the narrative around "engineering the impossible" and positioning the build as the most ambitious LEGO Technic challenge to date. I oversaw storytelling development across channels, ensuring global resonance while spotlighting the emotional and technical impact of the project.

Campaign Objective:
To strengthen brand equity and drive earned media attention by celebrating the LEGO Group’s long-standing partnership with McLaren Automotive. The campaign aimed to elevate LEGO Technic’s brand perception by showcasing its advanced design capabilities and capturing the imaginations of car enthusiasts, LEGO fans, and media worldwide.

Key Campaign Moment:
In a world-first, McLaren Formula 1 driver Lando Norris took the one-of-a-kind LEGO P1™ for a full lap around Silverstone Circuit, a racetrack rich in McLaren history — proving that even bricks can burn rubber.

Key Highlights:
🚥 First-ever life-size LEGO Technic build capable of steering and cornering
🚥 First LEGO build to complete an entire lap of a racetrack
🚥 First time a Formula One driver drove a LEGO scale build
🚥 Built from 342,817 LEGO Technic elements and equipped with a working electric motor

Key Deliverables:
Global hero video featuring Lando Norris at Silverstone
Product launch film and social cutdowns
Behind-the-scenes content (build process, engineering challenges)
Global PR toolkit and media assets for local amplification

Results:
Earned global press coverage from top-tier automotive and entertainment outlets
3M+ views across social platforms within the first week
27% uplift in brand sentiment for LEGO Technic - bringing LEGO brand name to Formula One fanatics