Paid Advertising
Paid Strategy with Purpose
For LEGO’s adult-targeted campaign, I developed a paid media strategy using Meta Ads to shift perceptions—positioning LEGO not just as a kids' toy, but a creative outlet for adults.
The goal was to highlight mindfulness, nostalgia, and play through building, using targeted ad sets that spoke to different adult interests, from architecture lovers to stressed professionals looking to unplug.
Making LEGO Feel Grown-Up
I crafted visuals and copy that reimagined building as a mindful, creative escape. The ad creatives leaned into warm tones, minimal backdrops, and lifestyle-inspired photography, showcasing LEGO sets styled like home decor or passion projects.
Each caption was written to tap into nostalgia, curiosity, and the joy of slowing down, turning a childhood toy into a modern-day reset button for adults.