HOT WHEELS
BRAND PURPOSE CAMPAIGN
This brand purpose campaign reintroduced Hot Wheels as more than just a toy. It positioned the brand as a tool for childhood development and fearless creativity, encouraging parents and gift-givers to see play as a powerful learning experience.
MY ROLES
Art Direction
Guide Development
Paid Social Content
Graphic Design
FEATURED ARTICLES & WEBSITES
AGENCY
SEE BELOW FOR DETAILS
APPROACH
REDEFINING PLAY WITH PURPOSE
Building on the Mattel Playbook, we rooted the campaign in emotional storytelling that resonated with parents. I partnered closely with the brand and insights teams to shape the narrative direction and messaging strategy. The hero video led with the message "Try. Fail. Repeat. Grow." and combined heartfelt moments with Hot Wheels' signature attitude to reframe the brand as a driver of resilience and growth.
EXECUTION
TURNING TRACKS INTO LESSONS
I brought the campaign to life across merchandising, web, mobile, and social platforms by developing a cohesive suite of creative assets. From bold visuals and dynamic layouts to copywriting that carried the message of growth through perseverance, every element was designed to inspire and connect. Each asset worked together to reinforce the campaign’s core idea — that the lessons kids learn on the track can shape how they take on the world.
