LEGO — KAMIIN.

MAC GOES BACK TO SCHOOL
LET ME PUT YOU ON
LISTEN TO YOUR HEART
NON-STOP NBA
KEEP PLAYING
TURN UP THE FUN
THE HOOPCHAT
AD COUNCIL: CVI
WAGMI WNBA
THE BREAKTHROUGH

MCDS: BUFFALO RANCH
H&R BLOCKBOY
NBA: NON-STOP :10s
THE HEIST
FW2025

BEATS BY DRE
NBA

APPLE
MCDONALDS
BEATS BY DRE
NBA
LEGO
WHATSAPP
CRUNCH
AD COUNCIL
COINBASE
INTUIT
TIRADOR

CURRENTLY AT TBWA\MEDIA ARTS LAB———CURRENTLY AT TBWA\MEDIA ARTS LAB———

LEGOKeep Playing

This campaign re-contextualizes one of the most iconic phrases in Black culture, “Keep playing and see what happens,”
transforming it from a warning into a rallying cry for limitless imagination. LEGO uses this familiar expression to empower
Black children to dream without boundaries, inviting them to reimagine what play can look like when creativity is
celebrated instead of restricted.

We invited some of the most influential moms to join in on the fun, including Savannah James, Kyla Pratt, Victoria Monet, Jalisa Jefferson, and McKenzie Caldwell-Pope.

We sent LEGO sets for them to build with their children and invited them to share those moments online.

This extended onto the streets of Brooklyn! We brought the Macaroni ©MiniFigure battle from the film to life as OOH.
Putting the phrase “Keep Playing, See What Happens” on full display.

Roger Hoard, GCD
Amiri Rose & Rob Lewis, CDs
Kamiin Valree, AD
Kofi Lost, CW

Directed by Jenn Nkiru

2026®