HOT WHEELS
RACERVERSE
Hot Wheels RacerVerse brings pop culture icons to the track, transforming fan-favorite characters from movies, TV, comics, and beyond into fast, stylized 1/64 scale racers. Debuting at the 2023 San Diego Comic-Con, this segment introduced a bold new look for Hot Wheels, blending character-driven storytelling with high-speed energy. From legends to animated icons, RacerVerse celebrated the idea that every hero—or villain—deserves a set of wheels.
MY ROLES
Art Direction
Commercial Production
Graphic Design
Experiential Design
SEE BELOW FOR DETAILS
APPROACH
IMMERSIVE EVENT LAUNCH & FAN EXPERIENCE
To make an unforgettable first impression, I collaborated across teams to art direct a Comic-Con booth experience that fully captured the RacerVerse spirit. I led the visual development of the booth backdrop, directing a suite of custom character illustrations and a dynamic layout that brought energy, color, and fandom to the forefront. I also created a larger-than-life photo wall featuring two Marvel superheroes, turning the space into a top-tier selfie destination for fans. To push the experience further, I helped direct an interactive AR filter that let attendees transform into RacerVerse characters, activated through an Instagram QR code.
EXECUTION
BROADCAST & DIGITAL ROLLOUT
In support of this major launch, I also led art direction for the debut TV commercials, ensuring the tone, pacing, and visuals matched the segment’s fast-paced identity. The commercials showcased RacerVerse products in motion, connecting the physical toys to the energy of their on-screen counterparts. Paid social content was later developed using the TV spots as a foundation, expanding the reach of the segment with platform-native edits that kept the message loud, colorful, and character-forward across every screen.