Ahead of Pride 2023, and in celebration of the LGBTQIA+ community, Beyond partnered LEGO with international actress Samira Whiley for their ‘Pieces of Me’ global campaign. Samira took part in a media partnership with Rolling Stone magazine that highlighted her own journey of self discovery, creativity and expression. She also undertook a shoot day in Los Angeles to create content for the launch, and fulfilled various social media and interview commitments. Finally, LEGO worked closely with Samira to create a self portrait of 41,000 LEGO bricks that took 200 hours to build, celebrating the ‘pieces’ that make Samira who she is. It now hangs beautifully in her home.


Beyond supported ongoing media partner negotiations, as well as supplier contracting to ensure every party was comfortable.