Reframing a Cultural Icon Through the Bamboo Collectible

I led the strategy behind Most Incredible Studio’s 303-piece LEGO® Bamboo Collectible, created with Dr. Yaba Blay to honor bamboo earrings as vessels of memory, identity, and Black and Brown womanhood. We positioned the piece as a cultural artifact, and under the creative vision of Syreeta Gates, brought the story to life through archival photography from the legendary Jamel Shabazz, modern photography led by Joshua Taylor, and a stunning ad produced by 3D animator Reggie Perry Jr. We amplified the launch with Black women LEGO creators across Instagram, TikTok, and YouTube, generating hundreds of thousands of impressions and selling out the entire run in 10 days, establishing the Bamboo Collectible as a modern monument to a timeless symbol.