"Ideas come from curiosity and collaboration." Meet Hannah💡
Hannah's background spans art, design, and visual storytelling, with creativity always serving as a form of self-expression and discovery. Originally from Aotearoa, New Zealand, she studied graphic design at university before coming to London a few years later, a decision that would shape the next chapter of her career.
“My early years in London gave me a really strong foundation in storytelling through design and space. It was an incredibly formative time creatively. Over the past 12 years I’ve worked across the UK and Europe, building experience across agencies, brands, and creative disciplines along the way.”
During those years, Hannah found herself increasingly drawn to the intersection of conceptual thinking, culture, and visual storytelling – a space where art direction felt like a natural fit.
"By the time I came across the role at the LEGO Group, I was already feeling a pull towards work with purpose. In advertising, it’s so important to believe in the product you’re putting out into the world. I found myself wanting to be part of something that felt genuinely meaningful.”
For Hannah, the fit was obvious.
“I honestly couldn’t think of a better match than the LEGO Group. It’s a brand committed to children’s learning and development through play, and one where creativity is absolutely paramount. This role has really pushed me to grow as an art director. I’ve had the opportunity to sharpen my craft while also thinking much bigger – creatively and strategically”.
Being close to the product has changed how she approaches ideas.
“The product is such a huge part of the storytelling. Learning how it’s designed and brought to life has expanded the way I work. I genuinely feel like I’m learning something new every day.”
Over time, she found herself drawn toward more emotionally driven creative work.
“Over my three years at the LEGO Group, my role organically evolved in a more concept-driven direction. In the last year I’ve joined the Masterbrand team, where we focus on emotive storytelling that shapes how the world experiences the LEGO brand”.
That shift brought a different kind of creative challenge.
“It’s about building the wider world around the LEGO brand – creating feelings and stories that people can genuinely connect with.”
Her journey is still evolving, with a move to Copenhagen on the horizon.
What she loves most about the work is how far its impact can reach.
“The impact goes far beyond the campaign itself. A lot of what we do is about creating moments that make people feel something, whether that is nostalgia, curiosity, excitement or pure joy.”
The work is also shaped by the world around it.
“Our work sits in constant dialogue with culture. It’s about understanding the communities, conversations, and creative movements influencing creativity and play today.”
For someone in a creative role, few things compare to seeing an idea come to life.
“So much of the process starts with a simple thought or conversation, and then suddenly it’s out there. In culture, in people’s feeds, in real life. Being part of shaping those moments of connection is incredibly rewarding.”
She smiles when recalling one particularly memorable project.
“I once spent weeks working with a team of 3D animators on a film about a breakdancing panda. There were legal discussions about which moves the panda could do, and feedback on how smooth he should look. It was a huge team effort, and the panda had his moment.”
There are many moments that highlight the collaborative nature of the work.
“I had the opportunity to shoot a film in Barcelona for LEGO Botanicals, and it really showed how many different crafts come together. From production to creatives to talent to toy doctors, everyone plays a role.”
Creativity may be central, but curiosity is what drives it forward.
“For me, ‘Only the Best is good enough’ comes down to curiosity. Staying open, asking questions and looking for inspiration. The more curious you are, the more you can push the work further.”
That mindset is shared across the organisation.
“It’s a place where creativity is genuinely valued. The work is ambitious, and there’s a real sense that everyone is working together to build something meaningful.”
She has also noticed the difference between agency life and working in-house.
“Instead of working for a client, you’re collaborating with people who are just as invested in the brand as you are. That creates a strong sense of shared ownership.”
And in the end, that collaboration is what matters most.
“Great ideas rarely come from one person. They’re shaped through conversations with designers, strategists, producers and partners. That collective creativity is what makes the work so rewarding.”
Just imagine your LEGO® career.