LEGO Masters

What does it take for the average fan to become a LEGO Master?

Tracy-Locke teamed up with the LEGO Brand Retail team to bring the excitement of LEGO Masters to life through a global omnichannel commerce campaign. Using FOX’s established branding as a foundation, we developed a cohesive visual identity that connected seamlessly with fans.

To drive engagement, we introduced a limited-time gift-with-purchase book, rewarding shoppers who purchased LEGO Classic bundles. But we didn’t stop there—we collaborated with two real LEGO Master Model Builders to create a series of inspirational videos, teaching fans essential building skills straight from the experts.

The success of the campaign led to a full-scale rollout across a dozen countries, proving that creativity—just like LEGO bricks—knows no borders.