STORY INNOVATION

MODEL BUILDING

LEGO

Nine months in the Story Innovation team at the LEGO Group's Creative Play Lab in Billund. The work stays confidential. The builds stay mine.

Year

2025 to 2026

Role

Story Innovation Intern, then Consultant & Researcher (MBA thesis)

Company

The LEGO Group, Creative Play Lab

Location

Billund, Denmark

Poster illustration for the Creative Play Lab intern exhibition

The Creative Play Lab interns in Billund

A LEGO minifigure riding a purple skateboard

01 THE ROLE

Designing play at the LEGO Group.

From September 2025 to January 2026 I was a Story Innovation Intern at the Creative Play Lab in Billund. I developed early play and story concepts for future product experiences, from first sketch to prototype, and brought narrative and worldbuilding into new play features with multidisciplinary teams.

From January to May 2026 I came back for my MBA thesis as a consultant and researcher, running primary research and turning user and market insight into recommendations that shape early product thinking.

The projects are confidential, so this page shows what I can share: the application that got me in, the builds I made along the way and the poster for our intern exhibition.

TOP SECRET

CONFIDENTIAL FILES

Creative Play Lab · Internal use only

My application poster for the LEGO Creative Play Lab, drawn as a comic book page

02 GETTING IN

I applied with a comic book page.

My application poster for the Creative Play Lab!

03 PERSONAL BUILDS

Welcome to my brick shelf.

Pick a build to take it off the shelf. Every photo, the story behind it and a video where there is one.

03 PERSONAL BUILDS

Welcome to my brick shelf.

Pick a build to take it off the shelf. Every photo, the story behind it and a video where there is one.

PICK A BUILD TO OPEN IT

Poster for the CPL Intern Exhibition, illustrated by me

04 INTERN EXHIBITION

Four months, one roller coaster.

The poster for the CPL Intern Exhibition at Project House, Billund, on December 9, 2025.

For the CPL Intern Exhibition we had to create a captivating poster. We brainstormed the concept together and I was tasked with making it. I drew an illustration of our bond, our time, our passions and our experiences in Billund and at the LEGO Group. Every element on the poster means something about our four months together.

05 YOUR TURN

Speed Build.

Draw a card and build it before the clock runs out. Click to place a brick, drag to look around. Sound on for the full experience.

05 YOUR TURN

Speed Build.

Draw a card and build it before the clock runs out. Click to place a brick, drag to look around. Sound on for the full experience.

SPEED BUILD

MINI GAME

Speed Build

1Draw a card to get your challenge.

2Build it before the clock runs out. Click to place, drag to look around, R to rotate.

3Beat the clock and get judged. Gently.

MORE WORK

More selected projects shaped through thoughtful design, interaction and visual direction.

View All Work

Project Arthur

Close-up of Arthur's head and red saddle over pencil sketches

Project Sanctuary

Sanctuary concept art of a hiker overlooking a green valley

LET’S TALK

Building a design team or have an idea that needs a little life?