A Key Visual is meant to communicate the essence of a global marketing campaign and to inspire kids to want to build with the latest release of products. It sets the visual language of all marketing collateral including in-store displays, TV commercials, web, and social media content. I became the Key Visual specialist for the LEGO STAR WARS™ team and occasionally created them for other franchises, such as LEGO® The Lord of the Rings, LEGO® The Hobbit, LEGO® Teenage Mutant Ninja Turtles™.