The Power of Play
Creative Director
Client: The LEGO Group
The brief: Show how the LEGO Foundation brings its mission of learning through play to life around the world — celebrating creativity, community and the power of play in real children’s hands.
The approach: Filmed across five countries – the UK, China, Mexico, the Czech Republic and Vietnam – the series put cameras in the hands of the children themselves, letting their voices and perspectives lead the story. Local crews helped ensure each film felt authentic to its place and people while we also reduced carbon emissions by over 90%.
The outcome: A global storytelling platform combining local impact films, a hero brand film and digital activations across LinkedIn, live events and The LEGO Group’s online presence. By letting play speak for itself, the campaign brought the brand’s purpose to life in a human and heartfelt way.
Client: The LEGO Foundation & The LEGO Group
Agency: JustSo
Production Company: JustSo
For JustSo:
Creative Director: Leo Birch
Producer: Auriol Wyles
Production Manager: Beyan Taher
Editor: Tim Beeston
Colourist: Jax Harney
Sound mix: Tom Parsons
Edit Assistant: Jake Silva
UK:
Director: Ruby Seresin
DOP: Ciaran O'Brien
2nd Cam: Bryn Williams
Focus Puller: Gosia Zur
Sound Recordist: Charlotte Homeshaw
Mexico:
Local Producer: Carlos Estrada
Production Assistant: Felipe Villarreal
Director: Mauricio Alanís
DOP: Max Witting
B-Cam Operator: Santiago Anza
1st AC: Felix Cantú
Sound recordist: Kevin Gordillo
Electric Crew: Eugenio Montoya
Czechia:
Local Producer: Karel Honsa
PM - on set: Alexandr Sedláček
Director: Oliver Beaujard
DOP: Ciaran O’Brien
Camera Operator: Adam Špalek
AC1: Matěj Kosák
AC2: Kryštof Tichý
Gaffer: Jiří Suchánek
Sound Recordist: Jenda Licek
China:
Gung Ho Films
Local Producer: Susu 粟志云
Director: Nikki Gong 龚柯旖
DoP: K.C. 陈培基
1st AC/Focus Puller: Cao De Zhuang 曹德壮
2nd AC: Li Zhen Hua 李振华
DIT: Sun Hai Chen孙海晨
Sound: Hu Xing Guo 胡兴国
EQ Wrangler: Ma Meng Zhao 马梦召
EQ Wrangler: Long Wei Wei 龙伟伟