HOT WHEELS X FORMULA 1
HOT WHEELS RACING
Hot Wheels® and Formula 1® joined forces for a groundbreaking partnership that brings the adrenaline and innovation of F1® to 1:64 scale. Debuting with a premium collector car on Mattel Creations, the segment introduces a new wave of die-casts, packaging, and fan-facing activations designed to excite both racing fans and collectors worldwide
MY ROLES
Art Direction
Graphic & Motion Design
Packaging Design
Event Design
Videography
FEATURED ARTICLES & WEBSITES
AGENCY
SEE BELOW FOR DETAILS
APPROACH
STRATEGIC FOUNDATION
To establish the segment’s creative direction, I led the development of a comprehensive brand guide that defined the visual identity, tone, and application standards for all future assets. I built early 3D product mockups and art directed key illustration work that visually bridged the precision of Formula 1® with the iconic style of Hot Wheels®. These foundational tools ensured consistent brand expression across packaging, marketing, and retail.
EXECUTION
VISUAL EXECUTION
I designed graphic systems for live events and retail displays, shaping how the segment was introduced to fans at launch and across Formula 1® experiences. My design approach directly informed how the packaging team integrated product visuals and illustration, setting a visual standard for showcasing the die-cast line. From event environments to in-store displays, every asset was crafted to reflect the speed, sophistication, and global reach of the collaboration.
