UNO PREMIUM
Redefining UNO as a collectible product line
Art Direction | Campaign | Product + Packaging
Impact
Drove $3.86M in sales-to-date for the UNO Platinum SKU (16 × typical SKU revenue) by redefining UNO as a collectible, design-led product line
Built a scalable visual system adopted across premium collaborations and global product extensions
Shifted UNO from mass product to high-value collectible, strengthening brand perception and consumer demand
Toy Of The Year Awards 2025 Nominee – Collectible of the Year
uno Fandom Social Reels
@uno What are your ghoul house rules? Reverse gets a curse? No Draw 2 for your best boo? Scare up some beastly fun with our newest deck: UNO Fandom Monster High Fearbook. 💜🌙 Available now on MattelCreations.com. #ASMR #UNOFandom #MonsterHigh @MattelCreations ♬ original sound - uno
UNO Fandom MONSTER HIGH Launch
UNO Fandom Batman 85th Launch
UNO Fandom NFL Launch
At San Diego Comic-Con 2024, UNO Premium took center stage with a showcase of all 35 UNO Fandom editions I art directed, each created to bring fan-favorite franchises to life through premium design. I led the on-site display, curating packaging, product arrangements, and environmental graphics to highlight the unique personality of every collaboration while maintaining a cohesive, elevated look.
The goal was to celebrate the artistry behind the decks, turning collectible card games into cultural objects for fans to experience up close. The display featured editions including Harry Potter, NFL Football, Batman, and Monster High, each presented within its own color and texture world that reflected the franchise’s aesthetic.