Play Is Your Superpower

I was part of the Activation and Content team for LEGO’s annual Play Day, with 2024’s global campaign celebrating the idea that Play is Your Superpower.

To bring this to life, we created Superpower Studios - a week-long creative takeover in Paris, built in collaboration with four artists from around the world. Each studio explored a different take on play, imagination and self-expression, inviting kids (and adults) to get hands-on and fully stuck in.

The studios were shaped by:
Aurélia Durand
Chen Fenwan
Ekow Nimako
Sarah Andelman

While the exhibition was the heart of the experience, the content was designed to travel far beyond the space. We captured playful, social-first moments - from artist insights and behind-the-scenes builds to kids discovering their own “superpowers” through play - turning the week into a stream of shareable, global-ready content.

The result was an activation that lived both on the ground in Paris and across LEGO’s wider channels, spreading the joy, creativity and energy of Superpower Studios well beyond Play Day itself.