Crocs

THE OVERVIEW

Crocs’ LEGO Brick Clog needed a launch as unexpected as the product itself. The social-first campaign combined a creator-led New York street stunt with owned-channel product content.

THE STRATEGY

Send a creator in a full LEGO kit into high-traffic fashion spots to spark paparazzi-style capture and organic sharing. The stunt earned 5.8M organic impressions, picked up by @subwaycreatures, @cityboytimes and street photographers. Extend the idea with an ASMR unboxing performed by oversized LEGO minifigure hands, plus creator-led social assets shaped around familiar memes and audience conversations.

MY ROLE

SVP, Creative Production & Influencer Partnerships · Movement Strategy

Led production and post for the account, covering budgets, talent sourcing, guerrilla activation planning and campaign execution, and coordinated the teams behind the street stunt and owned-channel creative.