Mattel Games - Commercial & Digital Art Direction
From family game nights to adult party moments, I art directed campaigns that brought gameplay to life across TV, social, and e-commerce. Each title carried its own visual voice and personality while remaining part of a cohesive Mattel Games brand world.
Role: Art Director
Gallery
Visual highlights of Mattel Games campaigns — bringing gameplay, emotion, and identity to life.
UNO Party Amazon Banner
Beaver Building Fun Amazon Banner
Girls in Bar Bathrooms Amazon Banner
Wiped Out Amazon Banner
Phase 10 Tiles Amazon Banner
Overview & Direction
Mattel Games operates in two creative worlds — the warm, connective energy of family titles and the bold, irreverent tone of adult party games. As Creative and Art Director, I led a team of designers, stylists, and creatives to craft visual systems that flex between those tones while maintaining a coherent overarching identity.
I collaborated directly with licensing teams to shape the creative direction across multiple franchises (Phase 10 Tiles, UNO Party, Beaver Building Fun, Wiped Out, Girls in Bar Bathrooms). By pitching mood boards, narrative directions, and visual territories, I secured buy-in early. Once direction was approved, I proceeded to art direct every aspect of production — from casting and wardrobe to lighting, set styling, and post visual treatments.
The visual approach was always about amplifying gameplay personality: color palettes that signal tone, setups that spotlight product action, and frames that feel cinematic yet honest. In post, I supervised graphics, edits, color correction, and music direction to ensure alignment with the core narrative and brand promise.
Directing on set wardrobe changes to keep styling cohesive and camera-ready.
Art directing on location for Phase 10 Tiles, shaping the visual tone and storytelling of the campaign.
Campaign Execution
Family Titles vs Party Games
For family games (Phase 10, UNO Party), the art direction leaned into warmth, accessibility, and joy — scenes of people playing together, soft lighting, clear product visibility.
For party games (Girls in Bar Bathrooms, Wiped Out), the direction pushed energy, humor, tension — dynamic poses, bold props, moody contrast.
Creative Components & Leadership
Directed on-set styling, casting, and product presentation to align with the narrative tone
Oversaw set design, prop selection, and visual props to support storytelling
Collaborated on script and storyboards so visuals matched emotional beats
Managed post-production: edit passes, motion graphics, color grading, and sound direction
Enforced visual consistency across deliverables: social cuts, e-commerce banners, broadcast spots
Commercial spot for Beaver Building Fun, art directed to highlight playful chaos and teamwork in action.
Art direction for Girls in Bar Bathrooms product launch on Walmart.com.
Art direction for Phase 10 Tiles product launch on Walmart.com.
Art direction for Wiped Out product launch on Target.com.
Art direction for UNO Party product launch on Target.com.
Art direction for UNO Party product launch on Target.com.
Outcome
My art direction helped reposition Mattel Games as a brand where each title carries its own visual identity — yet still contributes to a unified portfolio presence. Through strategic visual storytelling, we increased audience resonance, brand consistency, and creative flexibility.
Impact Highlights
Strengthened brand presence in the USD 29.6B global board & card games market
Supported sustained leadership for UNO and Phase 10 in top-selling game rankings
Enabled clearer visual separation and tone flexibility across family and adult titles
Streamlined team workflows: design, production, licensing, and marketing aligned under one creative vision
“Being on set is where vision turns tangible. Art direction becomes about instinct,
guiding light, energy, and people until every frame feels alive.”
— Alyna Draper