“We should all work to live, not live to work.” Meet Sofia🌷
For Sofia, joining the LEGO Group was about more than a job. It was about choosing a different way of living and working.
“I had always wanted to experience life abroad, and I knew Italy would not be my final destination, especially when it came to work-life balance. Since we spend so much of our time with colleagues and at work, it’s important to choose a place that supports that balance in the right way.”
For Sofia, the appeal of the LEGO Group went far beyond the product itself.
“The LEGO brand has built a reputation that goes beyond the products themselves. Our activations are often seen as a lighthouse of creativity across agencies and brands. Combine that with the strong cultural focus on work-life balance in the Nordic countries, and my choice became quite straightforward.”
Since joining Our LEGO Agency, she has found exactly that, along with a completely new way of working.
“This was my first experience working abroad, so not only did I move country, but I also gained a type of experience I had never had before. I switched from the external agency approach to an in-house one. I crossed paths with people from all over the world, and that completely widened my perspective and my skills.”
One of the experiences that has shaped her most has been working on LEGO Ninjago.
“Joining a homegrown franchise like LEGO Ninjago and being part of the team for almost four years has truly shaped my professional journey.”
What made it special was not only the work itself, but the people behind it.
“We built a strong bond and a deep sense of trust that allowed us to deliver many exciting projects together, from creating a comic book inspired by fan communities and illustrated by world-renowned comic artists, to meeting people whose kids grew up with the franchise.”
That energy gave her a new kind of motivation.
“Hearing the team talk about Ninjago with such passion and dedication helped me understand the real strength behind the brand.”
Like many people joining a large organisation, Sofia started by learning the landscape before taking on bigger projects.
“At LEGO they often say you are considered new for the first full year, and there’s a good reason for that. It is a large organisation with many teams, processes and stakeholders.”
Over time, the projects she led grew in scale, with more stakeholders, larger budgets and greater strategic priority. Today, her role sits at the centre of how ideas become campaigns.
“I coordinate the creative and strategy teams, and it’s through their ideas that we create experiences for LEGO fans and consumers. My role is to secure the right resources and ensure that ideas developed within the campaign team reach the Fan Engagement group and the wider development teams.”
That journey from idea to reality is what she finds most rewarding.
“I never stop feeling amazed when I walk into a store and see a campaign I coordinated displayed on shelves or across the aisles. Something that started as artwork going back and forth in emails suddenly becomes something real that people can see and interact with.”
Sometimes the work calls for quick thinking too.
“One example was when my project manager and I were supervising a shoot in Prague from Billund and realised that an essential minifigure was missing. We had to act quickly to put it on a plane so it could arrive in time for the production.”
For Sofia, moments like that underline the importance of teamwork.
“They show how quick thinking and collaboration can make a real difference in delivering a project successfully.”
When challenges arise, she approaches them with focus and perspective.
“What helps me most is staying rational and focused. When a challenge arises, I go into what I jokingly call ‘commando mode’. I take a deep breath, analyse the situation, break the problem down into smaller parts, and build the clearest possible context around it.”
And if that still does not solve it?
.png?width=30&quality=50&crop=4:3)
“I put on my jacket and take a walk around the office. A few laps around the building can do wonders to refresh the mind.”
What she values most about being here comes back to creativity and people.
“Being able to be myself, to express myself, and being surrounded by so many stimulating minds and people. Creativity is something that really drives me, and being able to see it wherever I turn around is a gift I will never take for granted.”
She has also learned something important about growth.
“One of the most important things I have learned here is to truly own my growth. I have learned not to hold back when asking questions and to understand that time and experience help shape your professional identity.”
For Sofia, the LEGO Group is a place where personality and professionalism go hand in hand.
“Be ready to really own your skills and your personality. Here you have the chance to truly be yourself and make a difference.”
Just imagine your LEGO® career.