In 2022, coinciding with the Beijing Winter Olympics, the LEGO Brand celebrated Winter Sports with the uplifting message “Play shows the world what’s possible.” At its core, sport is a form of play, an expression of imagination, courage, and experimentation. It’s the same playful instinct that turns mountains into epic slides, transforms falls into moments of flight, and turns challenges into invitations to try again.
Our anthemic film drew on this shared spirit, connecting LEGO’s core brand values with the fearless mindset children naturally bring to play. By mirroring kids’ creative problem-solving, resilience, and openness to everyone, the film positioned play not just as a pastime, but as a powerful force that fuels all things possibile.
