Mattel

The eight years I spent as a writer and creative director on the Mattel account were some of the best of my professional life. 

It was not easy work, but it was extremely fulfilling. I was a “Saturday morning cartoons” kid, and I remember the ads as well as I do the shows. It was a privilege to deep dive into my own nostalgia to create toy spots and family-friendly content for today’s kids and parents.

Mattel’s “innovation aisle” products were so much fun to work on, because the products themselves were such big swings.

Big Boots were this generation’s Weeble Wobbles, and launching that line allowed us to weave custom animation in with traditional live-action toy shoots to tell tales of unstoppable heroes and their vehicles

A year-long initiative to rebrand Matchbox, which had fallen far behind Hot Wheels, was heady stuff, and I felt great pride when my line ON A MISSION made its way onto toy packaging around the world.

I was also privileged to work on the launch of MEGA CONSTRUX, a spinoff from the Mega Bloks master brand designed to appeal to older kids and collectors.