Hazel Tracey is an Irish creative that found their new home in Denmark as a Creative Director at The LEGO Agency —fulfilling the childhood fantasy of spending all day building with LEGO bricks, only now with the twist of turning those bricks into big ideas, stories and experiences that resonate with people of all ages.

Beginning their advertising career in strategy before moving into creative, they have crafted compelling work for brands such as White Claw, Google, Hennessy, Guinness, Meta, AIB Bank, Heineken and Kerry Foods with work being recognized in global creative festivals including Cannes Lions and The One Show as well as local festivals.

Hazel believes brands should create spaces where everyone belongs, where people can see themselves reflected and represented. For them, advertising doesn’t just sell products—it sells meaning, belonging and identity by weaving brands into culture. This philosophy is the center of all of their work but most recently brought to life in campaigns for LEGO Botanicals, LEGO Adults and She Built That, a global campaign that celebrates female creativity.