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LEGO was launching a further range of diverse characters to add to their ‘Friends’ line-up - an important franchise for the brand reflecting their commitment to ensuring that kids are able to see both themselves and representation of those different to them through play.

This was an exercise in protecting the brand, which at times meant challenging LEGO’s own D&I department on their guidance, for example when it came to shots and interactions with the children and those using wheelchairs - with the director being able to reference the realities of his daughter’s play with her friends around her own wheelchair to move conversations along.

The learnings and approach have been used on other LEGO shoots (with the brand pushing for inclusivity and representation across all their franchises), and a brilliantly positive response from not just the internal The LEGO Agency team, but press and consumers.