Dora Drimalas

This was when Lego was first getting into licensing.

And you'd think, oh, they've always been doing licensed kits, right?

Not the case.

So when they were first partnering with Star Wars, we worked with them to imagine, how do we launch this collaboration with Lego and Star Wars?

And my husband, who's got an amazing imagination and is a big kid,

said, you just need to make a life-size X-wing and let's fly it into Times Square.

And that's that, life-size X-wing.

That's the answer.

And they, Lego said, you know what?

Yeah, that is the answer.

Let's make a life-size X-wing.

So that's how they launched the announcement.

So it's these projects where you say, what ifs?

At the beginning of a project, I like to ask a client, if you didn't have your constraints,

Money, I'm... If there were no constraints, what would success look like?

And it doesn't have to be a concrete answer.

It could be an emotional reaction to a campaign.

What would it do for the business?

How would we all feel personally?

And...