CREATIVE DIRECTION / DESIGN

Mattel needed help to bring their first global brand campaign in 70 years to life that focused on the power of play.

Role
art director

Skills
ART DIRECTion
concepting
broadcast
video direction
graphic design
brand guidelines
team management + leadership

agency
nemo

Mattel wanted to pay homage to all the early developmental skills children receive when they play...things like creativity, empathy, problem-solving, and collaboration. They did so by focusing on their vast catalogue of brands in order to celebrate the diversity of their products and the benefits they can all have on the skills through Play is the Way.

Play Is The Way highlights a range of kids exploring the wonder of childhood. The campaign rallies all their iconic brands (Hot Wheels, Little People, American Girl, Fisher-Price, etc.). A robust graphic system creates impactful and bold storytelling that allows and child to find their aspiration, creativity, diversity and purpose.

Thier landing page was updated to highlight Play is the Way.

Celebrating various products and their benefits as well as linking out to deeper information on purposeful play and how Mattel’s products and experiences are designer to deliver an intrinsic value that inspires, entertains, and develops children through play.

A broadcast spot further highlights their brands, unified by a common belief that play brings us all together and teaches us so many valuable life lessons.