Who knew beloved renaissance man Pharrell Williams was a huge LEGO fanatic? When we heard, and learned he wanted to make his biopic in LEGO, we had to act. I led the development of The LEGO Group’s approach to working with Pharrell - the strategy that underpinned why LEGO and PW were such a good fit for one another. The secret sauce? Relentless curiosity - Pharrell is always innovating, always thinking of new ways of doing things and never, ever resting on his laurels - like every good brick builder. This strategy was key to unlocking how the brand interacted with Pharrell and his team, and ensured a positive, collaborative and multi-touchpoint approach to celebrating PW’s love of the brand. It ensured the brand not only was able to capitalise on the buzz of Piece By Piece, but also creep into other areas - high fashion and LEGO, together at last.

Importantly, it also set a north star for collaborating with Pharrell on LEGO’s ‘Over The Moon’ product, a co-created line designed to celebrate relentless curiosity and black culture.