Mattel was interested in creating a fun and exciting experience that would reflect the Hot Wheels brand. The experience encouraged customers to tap into their creativity by designing/customizing their very own Hot Wheels vehicle. There were six kiosk stations equipped with touchscreen monitors and surround sound that brought each step of the customization process to life. The final pay-off was a minute long animation of the customer's car being built "live". At the end of the process, the customer's car would be delivered down a little shoot and directly inside their kiosk station.
Role: Creative Director and Storyboard Artist
An attract loop enticed customers to design their own Hot Wheels vehicle. Once they had purchased the experience, they were allowed to enter their name...
... and select their vehicle of choice. They could then customize their vehicle by selecting the interior fabric/finish, engine, wheels, and paint color. Throughout the experience, sound effects accented each of their choices.
Once they were done designing/customizing their Hot Wheels vehicle, the "Hot Wheels Factory" animation would begin to play...
... the final "outro" video would reflect the customer's choices and play an animation of their vehicle being built inside the Hot Wheels Factory.
Storyboard Samples for Animated Intro
Role: Creative Director and Storyboard Artist
Storyboard Samples for Animated Intro
Role: Creative Director and Storyboard Artist
Role: Creative Director and Storyboard Artist
Six kiosk stations were available inside each of the "Hot Wheels Factory" pistons at the FAO Schwarz store on Madison Avenue in New York City.
Role: Creative Director
Role: Creative Director
Six kiosk stations were available inside each of the "Hot Wheels Factory" pistons at the FAO Schwarz store on Madison Avenue in New York City. I was present during the installation of the kiosk stations.
Role: Creative Director
