How do you make a toy vehicle brand get noticed in an overstuffed marketplace and in kids’ overactive imaginations? You rebrand the two-dimensional guy on the package as a three-dimensional hero, make him the star of the TV spots, and launch an ongoing digital series featuring the toys come to life.
The campaign included a dedicated microsite that hosted a six-episode video series featuring the new-and-improved hero and an all-original supporting cast. Also produced were several broadcast spots showcasing the toys in live action supplemented by animated scenes, along with retail, interactive banners, and social media.
My contributions included content strategy, creative direction, concepting, copywriting, directing, video production, animation, screenwriting, editorial content, UX writing.