Hot Wheels is a brand of 1:64 scale die-cast toy cars introduced by American toymaker Mattel in 1968. Last year they celebrated their 50th anniversary as one of the most iconic brands in the world.

As part of a new licensing partnership with Lucasfilm Ltd.–creators of the Star Wars franchise– our Director of Creative/Co-Founder was responsible for making a big splash in the marketplace to announce the release of the new Star Wars character car line. The goal was to take advantage of the hype surrounding the release of the next installment of the Star Wars film franchise, The Force Awakens.

Andrew lead a team of Mattel designers and agency creatives in creating a full-scale version of Hot Wheels Darth Vader Car and planned a release at ComiCon in San Diego with a traditional automotive commercial touting this unique vehicle.

The entire initiative garnered massive ROI for the brand across digital, social and traditional media platforms.

Creative Direction / Branded Content / Digital / Social
Additional Credit: Windowseat–Production / Oren Kaplan–Director