MATTEL TOY SPOTS

Broadcast & digital commercials with exciting product feature moments and dynamic film-making intentionally crafted for kids (& kidults tbh).

We all have a few toy commercials that will forever be stuck in the depths of our minds, a nostalgic reminder of childhood. This collection of spots—not only serves as my contribution to that for today’s children, but also—leveled-up Mattel brand spots through eye-catching visuals, engaging storytelling, and dynamic film techniques, driving the aspirational vibe for the Mattel portfolio.

I was the creative lead and part of a team that drove exploration and innovation in the doll broadcast & digital commercial space across all DOLLS portfolio spots. I led end-to-end creative for all of the dolls spots from concept through finishing & final delivery, developing eye-catching and dynamic spots over multiple-seasons for a bulk of the Mattel portfolio brands. We pushed these from feeling like “just leveled-up toy demos” to actual attention-grabbing, immersive narratives for kids to sink into & get excited about. The creative was insight-driven, using research findings, collected data, & testing results to optimize concepts and executions while remaining entertaining & visually engaging. Eventually, I stepped into a leadership position, providing vision, and oversight to a team of creatives who assisted with creative output and continued to bring the creative vision to life. From brand launches to purchase drivers, these spots were integral in boosting Mattel’s dolls sales season after season.

brands: Monster High, Polly Pocket, Disney Princess, Disney Descendants, Disney Frozen, Hot Wheels, Matchbox, and—the launch of Mattel’s newest doll brand—Moonspell Magic by Monster High

responsibilities included: narrative & story development, visual direction, motion graphic direction, concept, set design, music direction, production, post production, finishing, story concept development, visual direction, set design direction, casting, wardrobe + hair, music direction, leading edits, gfx direction, colour correct, sound mixing. script copy and lyrics, conception through set design, art direction, graphics, sound effects, and music direction. creative directing & consulting on vehicles brands

broadcast + digital product spots
creative direction
concepting
pre-production
visual direction
production
post-production

MONSTER HIGH

aspirational monster storytelling and creepy-cool vibes

POLLY POCKET

bringing the big energy, adventure, & newstalgia to polly’s tiny surprise worlds

DISNEY DOLLS

making magical modern and sparkles cool

HOT WHEELS

coming soon

MATCHBOX

coming soon