Organic Views: 47.51m
Video Created: 85
Followers Gained: 1m+

🧱 LEGO x TikTok

From bricks to Botanicals – and 1M+ followers later.

We helped LEGO go viral. Repeatedly.

The Brief

LEGO approached us with a bold challenge:

🎯 Launch their TikTok presence and speak to a totally new audience.

This wasn’t about kids, Star Wars sets, or slapstick builds.

This was a strategic pivot – focusing on millennial women through the soothing, aesthetic appeal of LEGO’s Botanical Collection.

The Approach

We led LEGO’s early TikTok creative, including their first-ever post.

Over 12 months, we produced a high volume of platform-native, creator-led content – without sacrificing polish or purpose.

Key elements:

🌿 Botanical-first content designed to feel calm, creative, and TikTok-native
👩‍🎨 Focused on millennial women – a major shift from LEGO’s usual core audience
📱 Filmed primarily on iPhones, rigged with pro gear for cinematic results and agile shooting
🧑‍🤝‍🧑 Collaborated directly with creators and LEGO via writers’ rooms and co-production workflows
🌍 Shot across the UK, at LEGO HQ in Billund, and remotely with global creators
👥 Lean crews of 4-6 to maximize content and flexibility

Some content we directed and shot directly, others were co-created with influencers – all were grounded in storytelling and experimentation.

The Results

This campaign was more than a success – it redefined LEGO’s identity on TikTok.

✅ Created over 85 videos
📈 Grew LEGO’s TikTok to 1M+ followers
🥇 All three of LEGO’s most-viewed TikTok videos ever were made by us
🌿 Established LEGO Botanicals as a TikTok genre of its own
📦 Helped shift brand perception from “toy for kids” to “creative outlet for adults”

Why It Worked

By blending creator-led thinking with production craft, we helped LEGO break into TikTok authentically – and repeatedly top their own benchmarks.

From the very first post to their most viral hits, the numbers speak for themselves – and so does the work.

Big brand. Small crew. Massive results.

Just how we like it.