When you’re one of the most recognizable companies on the planet, how do you decide on your next big idea? If you’re Michael McNally, you think about it all the time.

Michael is the Senior Director of Brand Relations at LEGO, and he’s gone from building LEGO cities in his basement to rolling the world’s largest LEGO model into downtown Manhattan. Michael tells us how he approaches partnerships, gets his team out of creative ruts, and what it’s like meeting some memorable longtime LEGO fans.