Lego - More Than Perfect

Services:

Stylist

Industry:

Retail

Year:

2024

Project Overview

LEGO launched the "Unstoppable Play" campaign to celebrate the creative power of girls and challenge societal perceptions around gender roles in play. The campaign aimed to inspire confidence, remove the pressure for perfection, and encourage young girls to embrace their creativity without fear of failure. Through vibrant visuals and empowering messaging, the project highlighted the importance of rebuilding the narrative to foster inclusivity and innovation in play.

Scope of Work

Curated wardrobe selections for girls that reflected creativity, individuality, and playfulness while aligning with LEGO’s brand identity.
Styled both individual and group shots, ensuring a cohesive look that balanced diversity and vibrancy.
Collaborated with the creative team to ensure the styling enhanced the campaign’s empowering and inclusive narrative.
Worked on-set to make adjustments and maintain continuity throughout the shoot.

The campaign called for styling that exuded confidence, joy, and creativity while breaking away from stereotypical gender norms. I curated a wardrobe that featured bold colors, dynamic patterns, and versatile, comfortable pieces that allowed for unrestricted play and movement. Each look was designed to empower the young girls and celebrate their individuality, aligning with LEGO’s mission to inspire creative freedom.

Special attention was paid to ensuring the wardrobe choices complemented the campaign’s vibrant set design, creating a cohesive and uplifting visual story. On-set collaboration with the photographer and director ensured that every detail of the styling reinforced the message of empowerment and inclusivity.

The resulting imagery captured the spirit of "Unstoppable Play," resonating with parents and children alike. The campaign not only highlighted LEGO’s commitment to breaking down societal barriers but also inspired a new generation of girls to play without limits and embrace their creative potential.

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