Mattel Games Paid Social Campaigns

Directed creative for paid social campaigns across the Mattel Games portfolio, spanning adult party games, kids titles, and strategy-based tabletop experiences. The work focused on translating gameplay into engaging, social-first storytelling — capturing authentic reactions, energetic group play, and visually compelling product moments designed to stop the scroll. Each campaign balanced brand personality with platform-native content, delivering assets that felt playful, dynamic, and tailored to digital audiences. Final deliverables included short-form videos, motion graphics, carousel ads, and digital assets built for Instagram, TikTok, Meta, and broader paid media placements.

Role: Led art direction across multiple campaigns — establishing the visual tone, guiding concept development, and shaping the creative execution from pre-production through final delivery. Responsibilities included mood boards, prop and set styling, casting and wardrobe direction, shot planning, and on-set creative leadership. Oversaw post-production workflows including editing, motion graphics, typography, and color treatments while partnering closely with brand, social, and marketing teams to ensure each campaign aligned with audience insights and platform performance goals.