Client: LEGO®
It begins with an idea, a vision.
Pharrell Williams collaborated with LEGO to tell his story in LEGO animation and created a product that represents the dreamers—those who take their moonshot—all with Space as a backdrop.
Leading this campaign across multiple markets and time zones —from strategy to creative, managing media partnerships, seeding strategies, experiential, partnership management and every element of the process. Overseeing teams, workstreams and external partners, vendors, influencers.
Like any ‘first-of-it-kind’, collab and culture campaign for The LEGO Group. Key territories for the rollout included: Chengdu, China, Paris, France, US: LA, NYC & Virginia Beach, and London.
themes: representation, community, creativity, conversion.
For the culture.
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Dream it.
A snapshot of the content with Hypebeast.
Commemorating the release of the latest collaboration between Pharrell Williams and the LEGO Group, Hypebeast tapped Jean Jacques Ndjoli and Keith Herron to celebrate the journeys of those who use creativity to shoot for the stars. During their Stargazers episodes, both Ndjoli and Herron expressed their relationship with LEGO® as well as opened up about their wildest aspirations. Following what Williams achieved with “Over the Moon” and how much of a ground-breaking moment it has been for the brand, we tasked the creatives to ideate their own LEGO set — translating their distinct aesthetics to the brick realm — asking them “If you had the opportunity, what would your own set look like?” -
Build it.
Producer Pharrell Williams has unveiled the Over the Moon Lego set, including a gold-hued spacecraft and Lego's widest range of customisable minifigure skin tones. The set includes a streamlined black space shuttle with a drum-lacquered gold windscreen canopy.