PAULA SCOTT / SNR. CREATIVE
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LEGO

  • I brought the world of LEGO DOTS to life with bold, joyful art direction, overseeing every part of a truly 360° campaign. From concept to shoot, stop-motion to social, I was across it all—casting, styling, framing, post, and a multitude of collabs. Every detail was shaped, along with an amazing team of people, to make DOTS feel fresh, fun, and unmistakably its own, positioning it as LEGO’s cheeky, expressive younger sister.

  • I worked with the LEGO DOTS brand across a huge variety of formats—bespoke packaging, OOH, event signage, merchandise, print and digital. I helped stretch and adapt the identity to suit whatever was needed, while staying true to its expressive, creative spirit. Expressive, playful, and always thinking about how it would land with kids and parents alike.

  • As Creative Lead, I was the go-to for connecting the creative dots across campaigns, assets, and rollouts. I worked with a magnitude of different stakeholders, across global and local markets, helping make sure the creative stayed consistent, considered, and actually doable. It was all about collaboration, problem-solving, and keeping the heart of the brand intact—while getting the work out the door.

"When I grow up I just want to do art homework everyday” (Paula, 9)