The LEGO Group, working with agency partner Brooklyn Brothers, set out to reconnect their brand with kids ages 9–12 by creating content within the sports and outdoor passions that genuinely matter to them.
Across four series — physical challenges, meditative ASMR walks, smashing, and Winter sports — the creative throughline was the same: LEGO Bricks existing naturally inside real athletic and outdoor environments, not sitting on top of them. Our role was to bring that vision to life on the ground, executing shoots ranging from a curling rink with Olympic legend John Shuster to a snowboard mountain with Casey Willax, to the trails of New York’s Central Park and Wyoming’s Grand Tetons.
We made sure the series spans a range of tone and format: high-energy competition, slow meditative wandering, pure destruction, precision sport. But all share a commitment to being an unskippable watch. The collaboration between the LEGO Group, Brooklyn Brothers, and the Cowboy Bear Ninja team was genuinely close and fun, and that showed up on screen.
Executive Producers
Rufus Lusk
Miguel Drake-McLaughlin
Director
Rufus Lusk
Producer
Wren Stetler
Director of Photography
Miguel Drake-Mclaughlin
Director of Photography (Snowboarding)
Jordan Overman
Editor
Anthony Beaston
Sound
Dominic Bartolini
Client
The LEGO Group
Agency
The Brooklyn Brothers
Agency Creative Directorss
Ryan Mitchell
Fadwa Hussari
Macy Brandon
Andrew Pattee
Agency Producers
Brooke Carter
Emily Tully
