Jelly x Lego at MAD//Fest 2026

Warning: This is not your typical conference!

On Thursday 9 July, Jelly is bringing a session to London's MAD//Fest that has nothing to do with AI productivity or being more authentic.

Instead, Artist Eva Cremers and Lego's Jonathan Wicks are giving you permission to play.

We curated this pairing because the fit was just too good not to: A brand that's made an entire philosophy out of the power of play - and an artist who's built a career on joyful, bold, characterful creative.

Together, they'll lead a hands-on session designed to shake loose the kind of creative thinking that most people left behind decades ago.

Expect tournaments, building challenges, wrong answers, friendly competition, and at least one exercise you'll want to steal for your next team meeting.

This one's for the thinkers, makers, doers, and anyone who's forgotten what fun feels like at work...

The session:

Permission to Play: How Lego x Jelly use creative play to unlock better thinking

Somewhere between childhood and being in our jobs, we stopped playing. We started editing our ideas before they were finished, following the rules instead of questioning them, and mistaking caution for craft. This session, led by Jelly's Eva Cremers and Lego's Jonathan Wicks, is about getting an instinct to play back. Through a series of fast, hands-on exercises, we'll show how a playful approach to creative thinking produces better briefs, braver ideas, and memorable work.

Date: 9 July 2026

Time: 10:35 to 11:05

Stage: Disruption

Format: Masterclass

About the hosts:

Eva Cremers is an internationally recognised illustrator and visual artist known for her bold, colour-led, joyful work. She brings enormous energy into a room and makes creativity feel playful, instinctive, and human - which feels especially relevant in the current climate. Eva’s signature elements and characters can be found in the form of digital art, sculptures, murals and apparel, for a growing list of global clients including H&M, Meta, YouTube, Amazon Music, Nike and On.

Jonathan Wicks is Creative Director at The Lego Group. From global campaigns like ‘Rebuild the World’ to creator-led storytelling, partnerships such as LEGO Star Wars, and campaigns that inspire the next generation of preschool builders, Jon Wicks has spent the last seven years helping shape how The LEGO Group shows up in culture through immersive experiences, content and campaigns.

Interested?

If you're ready to play, get your festival pass over on MAD//Fest's website and we'll see you on Thursday 9th July!

In the meantime, to see more work from Eva Cremers head here, or to see more about Jelly and our approach, head over here.