Your Kids' New Favorite Show
Challenge
Mattel and Netflix needed to drive awareness for its first new Hot Wheels show in decades. We needed to appeal to young children and parents, highlighting the hero cars to drive product sales, and focus on diversity when showing the racers.
Solution
We crafted both parent and kid focused assets designed to capture attention and drive engagement through high-octane shots of the cars set to the catchy theme song. We tailored messaging and themes to each target audience across the first three seasons.
Kid Focused
We created energy-packed edits featuring the hero cars most beloved by young audiences. We made sure each edit was entertaining, dynamic, and utilized some of the humor in the show we thought would be a hit with kids.
Parent Focused
For parents, we needed to build awareness prior to launch to maximize viewership during the critical first weeks of streaming and position the series as “your kid’s new favorite show.” We also focused on social videos in vertical format, mindful of social UI, to reach parents on their Instagram feeds.
My Role
As the Associate Creative Director, I assembled the creative team, determined R&Rs according to budget with the producer, led the team in ideation, contributed concepts, advised and empowered the art director in working with editors and motion graphics artists, approved creative outputs and copy, was client facing creative lead in briefings, presentations and feedback.
The Team
Bree Hovan (Sr. Producer), Bryan Rosas (Art Director | Designer), Kevin Perry (Sr. Copy), Daniel Macias (Sr. Motion Artist), Paul Lindquist (Sr. Editor)
The Agency
Unfold Agency 2025