DUG’S ADVENTURE

This video plays before an individual opens their blind pack. I was tasked with developing concepts and art directing the video, creating multiple concepts and pitching to leadership before landing on the selected video below.

SERIES 1 PROMO STICKERS

“Stickers,” acted as free collectible NFTs for our first launch. They were given out to the first 500 people across three various platforms (1,500 total) who made a WAX wallet in preparation of the drop and acted as a fun way to excite our audience.

SERIES 2 & 3 PROMO NFTs

While the initial strategy of logo-play stickers was fun to create, I wanted to push the concept further and focus on being more in-line with what the audience would want. For Series 2, I pitched the idea of having a unique NFT created for any promotional drop moving forward. Leadership loved the idea, and our execution was met with outstanding results. This shift drew in thousands of additional accounts generated, led to an increased number of viewers listening in during our AMAs where promo codes were handed out, and generated Mattel revenue through secondary sales as these promo NFTs were viewed as limited edition.

SOCIAL MEDIA

A selection of motion graphics created to generate attention and buzz for our NFT drops

WEB BANNERS

Examples of web banners created to promote the drops across various websites, emails, and digital platforms

UX & UI DEVELOPMENT FOR MATTEL CREATIONS

For Series 4, we took the leap to take the NFT Garage to Mattel Creations… and reworked our appearance for a more elevated, high-end look and feel while still staying true to the previously developed aesthetic our audience knows and loves. With the launch on a new platform, I worked alongside our developers to not only create all assets for every page, but to create all wireframes, and develop the UX&UI for the site. Below are a few examples of the many web pages and assets designed for the NFT launch on Mattel Creations.

3D RENDER DEVELOPMENT

Our audience loves to see the physical redemption die-casts for each drop! Unfortunately due to timing, we do not always have the die-casts created and ready to be shot before our launch announcement. As a way to keep our audience excited and engaged, I work to develop a shot list, compose all angles, art direct our 3D artists, and approve all final renders to be used as a representation of the physical die-casts to come.

NFT CARD BACKS & BLIND PACK DESIGN

These assets are crucial to the blind pack purchasing process, and minted along with the NFTs. The aesthetic is inspired by a cleaner, adult-focused take on our core Hot Wheels branding.

EXPANDING NFTS INTO PHYSICAL STORES

Exploring how we could further expand our audience, we partnered with Target to launch an exclusive line of NFTs only available through an accompanying in-store purchase. We looked into our exclusive Target line called Ultra Hots, and embraced our adult-targeted aesthetic while staying true to the retro packaging Ultra Hots fans know and love.

THE NFTS

THE SOCIAL

A showcase of the die-casts, NFTs, and packaging shots I had the opportunity to art direct and produced out.

NFT EVENT SIZZLES

I was tasked with creating videos and sizzles to be played during NYC.NFT, NFTLA, and the Hot Wheels Legends events. These videos were meant to act as a looping sizzles, either allowing for the host to speak alongside the video and expand on the goals and achievements of the Hot Wheels NFT Garage, or a silent looping video for various digital billboards- including one displayed in Times Square NYC!