From family nights around the table to wild party game moments, my art direction for Mattel Games turned gameplay into stories that live far beyond the box. The creative challenge was to position the portfolio, from legacy brands like Phase 10 to new launches like Wiped Out and Girls in Bar Bathrooms, with bold, memorable storytelling that connected across TV, e-commerce, and social platforms.

Each campaign became a bridge between physical product and digital experience. From broadcast commercials to online retail assets, the work highlighted gameplay, personality, and humor, while giving each game its own distinct tone. For family titles, the focus leaned into connection and accessibility; for adult party games, the art direction pushed irreverence and energy.

Art direction was central to every step. From concept development and set styling to wardrobe, casting, music supervision, and postproduction, every decision was made to amplify product storytelling and ensure visual consistency across the Mattel Games category.

My Role:

I led the creative direction and art direction for multiple launches:

• Developed concepts and visual frameworks for Phase 10 Tiles, UNO Party, Beaver Building Fun, Wiped Out, and Girls in Bar Bathrooms

• Directed on-set styling, casting, and product presentation for commercials and social content

• Collaborated on scriptwriting and storytelling to ensure alignment with target audiences

• Supervised music direction, edits, graphics, and color correction in postproduction

Results:

Mattel Games continues to be a leader in the USD 29.6B global card and board games market, with UNO and Phase 10 ranking among the top-selling games worldwide. My art direction across titles like Wiped Out, Beaver Building Fun, and Girls in Bar Bathrooms supported brand growth in both family and adult party game segments.