From fan to creating content for millions: meet Geggs 🧩
If you’d told eight-year-old Geggs that one day he would be working for the LEGO Group, he would hardly have believed it. Nine years into his journey with Our LEGO Agency, that sense of wonder has never gone away. Today, as an Associate Creative Director, he helps shape social content that keeps fans around the world connected to our products and each other.
“I began my career in traditional TV production, then moved into digital media and online entertainment, and later into advertising. Before I joined, I was Head of A/V Production in an agency, overseeing work across different clients and projects.”
When that role came to an end, Geggs saw that we were advertising and felt this was exactly the challenge he was looking for.
“I could immediately see how I could put all my experience to good use. One of my favourite things about working here is the look on people’s faces when you tell them where you work. Either they have fond memories of playing with LEGO bricks as a child, or the children in their life are currently into LEGO building. Basically everyone has a reason to love LEGO play.”
Over the last nine years, his role has developed alongside the changing shape of social media itself.
“Obviously, social media has changed hugely. In 2016, TikTok was not on anyone’s radar, Twitter was still popular, and Instagram had not launched Reels. So as that landscape has evolved, so has my role.”
Staying close to those changes is now a core part of his work.
“Keeping up to date with platform innovations and trends is a big part of what I do. Finding ways to keep LEGO content fresh and relevant to a changing audience is a focus across many different teams, including mine.”
It is also a role that has shaped him beyond work.
“This job has absolutely helped me develop, not only in my career and as a team leader and manager, but also as a person. I’ve been fortunate to meet some absolutely incredible colleagues and I’ve learned so much about myself and what I love to do every day with their support and encouragement.”
What’s more, two years ago, he relocated to Denmark.
“It’s been an incredible adventure.”
For Geggs, the impact of the work is immediate and visible. Social media is where many fans discover new launches, share excitement, and engage with the brand in real time.
“The social channels are an important touchpoint for our fans to stay in touch with the brand. It’s often where they find out product announcements and information about new sets, and it’s where they can share their excitement with other LEGO fans.”
That direct connection makes the work especially rewarding.
“Being able to build that community and see people get excited about all the incredible things we do as a company is really rewarding. And we get such immediate feedback on our social content, which is satisfying, especially when the feedback is positive.”
The moments that stay with him most are often the ones that bring a bit of unexpected joy.
“I love it when we get comments from fans about how much they love our content, particularly the stuff which is not necessarily sales-focused, but just brings people a little bit of joy.”
Creativity is central to everything the team does, and for Geggs, working on the LEGO social channels raises the bar in the best possible way.
“When you work for a brand that has such a creative product, you want the marketing material, and especially social content, to live up to those high standards. So it’s pretty much a full-time job just thinking about how to keep pushing the creative excellence of our output.”
That ambition is something he sees across the whole organisation.
“Most of the time, ‘Only the best is good enough’ is not even a conscious effort. It just feels embedded in the fabric of the organisation. Everyone is always pushing to deliver the best possible experiences for our audiences and consumers.”
He has also been inspired by the teamwork around him, including projects he observed from nearby.
“Seeing the cross-functional work around our Formula 1 collaboration was amazing. I was mostly observing from the outside, but watching the teamwork that resulted in things like the drivers’ parade and the Silverstone trophies was incredible.”
When challenges do come, he knows he does not face them alone.
“There’s a really good culture of mutual support and collaboration in OLA, and there’s always a colleague willing to step in and help out, no matter what the challenge is.”
That spirit of trust extends into how the LEGO Group thinks about life beyond work too.
“One of my managers told me it should really be your life/work balance, rather than the other way around, because your life is the thing that is most important.”
For someone in a creative role, he says, that matters deeply.
“When you have time to live your life and take care of your responsibilities outside work, you can come to the office and bring your A-game.”
Just imagine your LEGO® career.