In 2026, the FIFA World Cup became the biggest and most competitive stage in football history. LEGO wanted to show up in a way only they could. So instead of leaning into the game’s tropes and traditions, we embraced the chaos and irreverence of young fans who deconstruct the rules and use social media to make the conversation around football more playful, creative, and cheeky.

We brought 4 biggest icons of the game together, and gave the fans something to play with: a film made to be reinterpreted and remixed entirely on their own terms.

What followed was a global surge of participation, reactions, AI prompts tutorials, and banter, turning the idea into a cultural phenomenon and the first truly Al-memed ad.

Literally everyone wanted a piece of it.

Created in collaboration with incredible Our Lego Agency
My role: ACD
My partner in crime: Simone Di Laus
Director: Dan French Stink
Photography: Robbie Lawrence