Hello, I’m Sam; a London based Design Director ︎︎︎
A multi-disciplined hybrid designer & creative, an ideas generator specialising in concepting & crafting best in class campaigns, art direction and live experiences across multiple channels.
Lego
Hogwarts Express
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Design
Art Direction
Typogrpahy
Illustration
Hogwarts Express
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Design
Art Direction
Typogrpahy
Illustration
A new LEGO Hogwarts Express set that is targeted at Adult Fans of Lego is to be launched to invigorate the Harry Potter range.
Our challenge was to create an experience through an immersive LEGO and Harry Potter experience for 3x lucky competition winners.We will transform a steam engine and carriages into a LEGO x Harry Potter experience like no other.
Three families will get the chance to live out their wizarding world fantasies on-board the train, which has been magically transformed into a luxury overnight stay. I developed the art direction, designing and illustrating all the print and digital collateral that brought real Harry Potter magic to the experience.
Our challenge was to create an experience through an immersive LEGO and Harry Potter experience for 3x lucky competition winners.We will transform a steam engine and carriages into a LEGO x Harry Potter experience like no other.
Three families will get the chance to live out their wizarding world fantasies on-board the train, which has been magically transformed into a luxury overnight stay. I developed the art direction, designing and illustrating all the print and digital collateral that brought real Harry Potter magic to the experience.
Lego
Play Your Way
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Global Activation
Key Visual
Art Direction
Design
This is an integrated campaign asking visitors to Visit the Rebuild The World Center in the parks and to discover your Play Type.
The LEGO "Play Your Way" campaign celebrates 90 years of creative play by highlighting the many unique ways individuals engage with LEGO. Featuring five colorful archetypes—Designer, Maker, Explorer, Storyteller, and Dreamer—the campaign encourages kids and adults alike to embrace their own creative style, whether through building, imagining, storytelling, or designing. Each minifigure represents a different personality and approach to play, reinforcing LEGO's core message: there's no single right way to play. Bright visuals, minimal text, and a focus on self-expression make the campaign inclusive, educational, and inspiring for all generations of LEGO fans.
You collect exclusive Pop badges on your journey towards play mastery. The campaign ran at the same time as the 90th Anniversary of LEGO and beyond. I created all the assets and collateral which guided all the parks globally. Crafting and refining the Master Player outfit was a personal favourite moment The campaign was activated in all the Lego Land parks across the world, Billund, California, Florida, New York, Malaysia, Dubai, Windsor, Japan, Korea and Germany.
Lego + Womens Euros
Fantastical Football
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Activation
Key Visual
Art Direction
Design
Fantastical Football
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Activation
Key Visual
Art Direction
Design
Lego is an official partner of the UEFA Women’s EURO 2022 tournament and are involved with all sorts of football activities this year.
I designed and art directed this activation that introduces kids to football without any of the rules or expectations of the actual sport. A team-creation mechanic where all the players are replaced with wild and wacky Lego mini-figs, limited only by our imagination.
Launched at Old Trafford, Trafalgar Square then Windor Lego Park.
I designed and art directed this activation that introduces kids to football without any of the rules or expectations of the actual sport. A team-creation mechanic where all the players are replaced with wild and wacky Lego mini-figs, limited only by our imagination.
Launched at Old Trafford, Trafalgar Square then Windor Lego Park.
