LEGO x KHABY LAME

What happens when the biggest TikTok creator on the planet partners with a legacy brand like LEGO?Pure comedic entertainment.

 

Ciima created this creator-led campaign for LEGO to highlight the Smash Build and remind adults that LEGO is for all ages. Our first instinct was to tap into shared nostalgia.

 

For the laughs, we began with a universal childhood memory: being in an expensive store or gallery, warned by your parents not to touch anything.

We then layered in a teenage fantasy many of us shared- being locked inside a shopping centre, museum, or stadium with total freedom to explore. We landed on the museum as the setting, as it perfectly complements Khaby’s iconic silent humour.

 

Museums are places where you can hear a pin drop… or feel the pain of stepping on a LEGO brick left on the floor.