- Marketing
How do you engage the builders of the future wherever and whoever they are? 👀 Meet Jon.
Creativity and imagination are the driving force behind everything we do. For Associate Creative Director, Jon, this means channelling the spirit of our brand into content that connects with our customers and inspires curious minds.
“It all starts with the product. When we get a new LEGO® set, it’s our job to show people what’s great about it. This means crafting scripts and storyboards and collaborating with filmmakers to create adverts that capture people’s imagination. Everything is rooted in play, so we get to know what we’re selling inside out. We have to invest in this hands-on approach to explore the story for ourselves. That’s how we find the best way to tell it.”
“The entire creative process is rooted in playfulness. We like to think we’re very important but really, we’re just playing.”
It’s this mindset that allows Jon and his team to explore new ideas and experiment with the storytelling possibilities.
“Every month, we have a thing called ‘Fabulab Friday’. It’s a day dedicated to exploring new ideas, visiting galleries, or working on wildcard projects. This enables us to step outside our usual tasks and find inspiration in the world around us. We’ve gone to places like the V&A Museum of Childhood and even Comic Con. That was amazing. We all got dressed up and properly immersed in the fan experience.”
Being open to new experiences has also fuelled John’s personal projects.
“I love illustrating and I’ve been trying to write my own books. The Fabulab days give me the chance to work on stuff like this. It’s this blend of professional and personal growth that keeps me engaged and excited about what I do.”
“Collaboration is key too. What we do as a team involves so many different disciplines. From producers and illustrators to filmmakers and designers, every project is a joint effort. But this spirit of creativity and openness runs through the entire business. Even in departments like procurement or finance, you can see there’s a sincere openness to ideas and playful teamwork.”
One of the most rewarding aspects of his job is the opportunity to collaborate directly with the people who design the LEGO sets. But understanding what inspires LEGO fans is also important.
“Being able to talk to the designers who create the products we’re promoting is really important. This allows us to remain true to their creative vision and stay aligned with the core values of the brand and purpose of the product.”
“Children have an incredible ability to surprise you with their approach. I get to see this from the front-row seat my work gives me. How children play with the bricks and how they bring the system to life is what ultimately drives innovation. You could ask 20 children to build something, and you’ll get 20 completely different answers. They are so authentically creative. This is what we strive to capture in our campaigns.”
Innovation is what keeps our products relevant. For Jon, the fact that there are endless ways for the simple LEGO brick to evolve is inspiring.
“Every year, what that little brick can do is completely blown out of the water. From ground-breaking digital experiences like LEGO Fortnite to more traditional, hands-on play experiences, the potential of the LEGO system seems limitless. We’re constantly uncovering new and exciting ways to use the brick.”
Ultimately, Jon believes that the LEGO Group’s success lies in its mission to unlock the potential in every child.
“There’s a fundamental belief that we have something here that can help people, whether it’s unlocking creativity or improving well-being. From sustainability initiatives to inclusive products like Braille Bricks, the LEGO Group is committed to making a positive impact on the world. For me, being part of a company that believes in the power of play makes all the difference.”
Just imagine your LEGO® career.