Role: Creative Producer / Creative Director Client: LEGO / Merlin Magic Making Type: Ride Media / Character Development / Social Campaign
Brief To develop all AV content for LEGOLAND Windsor’s newest family attraction, introducing a new LEGO character -Roxie Racer- and creating a cohesive, energetic media experience that would support the entire ride journey and pre-show environment.
Contribution and Approach As Creative Producer, I led our Figment team from concept through delivery, collaborating closely with LEGO and Merlin Magic Making to ensure visual and narrative authenticity. I directed the full content pipeline: scriptwriting, storyboarding, animation reviews, voiceover direction, sound design, and music development.
A major element of the attraction was the “Split Stop”, where guests discover whether they’ll be racing with Team Legends or Team All Stars. I oversaw the creation of ten animated minifigure captains, ensuring each character felt lively, distinctive, and aligned with LEGO’s approved animation style. Great care was taken to balance humour, pacing, and clarity for guests of all ages.
In addition to the in-ride content, I directed the production of three marketing videos used across social media channels to support the attraction’s launch. These pieces extended Roxie Racer’s world beyond the ride itself and helped build early audience excitement.
Outcomes & Achievements:
2024 European Star awards: First place for "Europe's best new family attraction"
UK Theme Park Awards: Nomination for Best New Attraction
Strong audience response to character-driven narrative and animated media
Successful social media engagement supported by launch films I directed
