What if the most iconic toy on the planet is reinventing how humans and AI create together? In this conversation, Caroline sits down with Rudi Anggono, until very recently the Director of Creative Innovation at LEGO, to discuss leading a cultural, creative, and technological shift inside one of the world’s most beloved brands.
If someone in your house unwrapped a LEGO set last week, this episode is the bridge from the familiar bricks on your floor… to the future of creative work, AI-augmented imagination, and how culture inside legacy companies must evolve.
Rudi shares:
• how he created his own role at LEGO by identifying a hidden organizational gap
• why he believes AI can save creative roles rather than replace them
• how he’s been using micro-experiments to build confidence, not fear, across teams
• what “system in play” really means — and how LEGO’s design philosophy mirrors the future of work
• why leaders must talk to their youngest team members if they want to stay relevant
• how to create an owner mindset inside in-house creative teams
• the mindset shift every leader needs to make in 2026 to thrive in the AI/creative explosion.
This episode is a masterclass in creativity, systems thinking, and human-centred innovation from inside one of the most recognizable brands on Earth.
In the short time since recording this podcast, Rudi has been named Global Head of Creative at Snap.
More about Rudi Anggono
Rudi is the new Global Head of Creative at Snap. He was previously the Head of Creative Innovation at the LEGO Group, where he led its integrated creative team within Product and Marketing Development and collaborated with Creative Play Lab on new product ideas.
With a career spanning advertising, product design, and research, he has shaped iconic global brands and experiences. Formerly Global Executive Creative Director at Beyond X and Google Commerce UX, his patented design work influenced Google Travel and sustainability initiatives recognized by Sundar Pichai at the UN. Previously Head of Creative at Google ZOO and Executive Creative Director at TBWA\Paris for Nissan Europe, Rudi’s award-winning work includes Cannes Lions, EFFIEs, and an Emmy Award.