the project
The Gift of Play
the what / the who
Holiday gifting campaign for Mattel.
the situation
For Mattel’s latest gifting campaign, our goal was to amplify awareness and enthusiasm for their multi-brand product portfolio during the holiday season. The primary focus was on the gift-givers (specifically targeting parents, grandparents, aunts, and uncles) and the love language of gratitude one receives from giving a gift We set out to design a multifaceted strategy that included various editorial variations tailored to each gift-giver category across various touch points.
Since this campaign was for global markets, and translation would be an issue, we could not rely on the use of voiceover or any heavy use of on-screen text within each variation. Starting at the top of the marketing funnel, we wanted to convey the heartfelt joy associated with both the act of giving and receiving gifts, gradually transitioning down the funnel towards highlighting the unique attributes of each product, considering age range and benefits of play.
Each editorial vignette was shot within a studio setting, creating an optimistic and larger-than-life holiday backdrop. Adapting the props and styling to cater to the distinct preferences of each gift-giver and brand category. We included ownable brand elements and shapes that mixed with exaggerated gift iconography for an instant read on a global level. Both video and still photography were executed within the same set.
To ship this campaign we delivered a comprehensive toolkit that included an array of editorial cutdowns, retouched stills, and customizable templates. The toolkit empowered various regional teams to tailor the campaign content according to specific cultural nuances and products, ensuring a more personalized experience for the diverse global audience.
the team
My Role: Art Direction & Design
Creative Director: Mike Schwoebel
Created while at Nemo Design