LEGO. You’ve probably heard of it. You’ve probably even built something with it. Maybe even stepped on it at some point.
For the launch of the LEGO x F1 campaign, Build the Thrill, we were brought in as social-first consultants to ensure the campaign was native to TikTok - and not just adapted to it.
The lead agency had already sold in an idea of a social media mascot called Megafan who has a LEGO head and loves F1. But they needed help defining how the character would live and behave on TikTok.
We developed Megafan’s personality, tone, and content rules - think of him like Jake Peralta from Brooklyn 99, hyper-positive, slightly goofy with an infectious love of LEGO and even bigger obsession with the F1.
My role was to concept, script, and star in Megafan’s TikTok launch, bringing the character to life in skits and on-the-ground content filmed at the Melbourne GP with some seriously crazy LEGO fans.