Mattel Creations is a division of Mattel that focuses specifically on adult collectors and superfans. In March 2024 the brand launched the first annual Mattel Creations REVEALED, a two-day virtual event that takes fans behind the scenes with designers from across the Mattel portfolio, opportunities for Q&As, and never-before-seen products.
I led the art direction and creative strategy for the launch of REVEALED. This included the pre-launch 360 campaign creative building up to the event, as well as creative for the event itself. leading junior designers and freelancers, as well as working with cross-functional teams. I also managed junior designers and collaborated with cross-functional teams. The concept was to use the cardboard shipper box as the anchoring visual element since it is the only division of Mattel that is direct-to-consumer. We wanted to brand the event while also reflecting all of the individual Mattel brands, designers, and artists that make up the organization.
The event was a success and resulted in:
• 150k+ live views for the virtual event (surpassing goal by 16X)
• Over 23 million social impressions
Core Contributions: Creative development, concept development, paid/organic social content, animation, broadcast motion graphics, email design, apparel design, web design, and logo design
