Find the connection.
What makes this character, brand, or world matter to this audience? Start with that, before choosing the format.
What I’d bring to Mattel
Creative thinking.
Brought to life at every touchpoint.
I’ve produced branded content, built streaming platforms, and created an independent toy line. That experience shapes how I connect the story, the brand, and the way people experience it.
Explore my approach
The opportunity I see
Not just more content.
More reasons
to care.
Mattel already creates far beyond the toy aisle. What interests me is how those experiences connect: the first piece of content someone sees, the package they pick up, the world they discover, and the reason they come back.
A longtime collector and a child meeting a character for the first time bring different expectations. I’d start there, then build creative that respects the personality of each IP while strengthening the connection to Mattel.
How I’d approach the work
One creative idea.
Built for every touchpoint.
Give each format a job.
A film introduces a personality. Packaging reveals its world. A digital experience invites participation. Even an email can spark curiosity and reconnect someone to the brand. Every touchpoint deserves that same creative attention.
Make it feel connected.
Carry the idea through the writing, design, production, and experience. Keep the individual brand recognizable and the larger Mattel story present.
The experience behind that thinking
I’ve made the content.
And built where it lives.
More than 15 years across production, creative leadership, and streaming platforms. Different assignments, with the same responsibility: understand the audience and carry the idea through.
Production & creative direction
Creative direction.
Hands-on execution.
From scripts and pitches to filming, editing, and motion graphics, I stay close to the work. I can lead a production team and work alongside it to carry the idea through.
See the production work
Travelspective & Bridge
The story and
the viewing experience.
I led freelance creatives around the globe for a travel channel, then co-built a local streaming network. The work connected editorial direction, original production, identity, and OTT interfaces.
Explore TravelspectiveExplore Bridge
AMP Local
Discovery is part
of the creative.
Brand identity, content strategy, and a working prototype for local discovery. Building the interface made me think about more than what people watch: how they find it and what happens next.
Explore AMP LocalThe same thinking, on an independent scale
An independent toy line.
A connected
brand experience.
Alongside my career, I created 9 to 5 Warriors to recapture the magic of Saturday morning cartoons. Action figures, comic books, trading cards, packaging, and grassroots campaigns became different expressions of the same world. Limited resources meant finding ideas I could actually bring to life.
The latest experiment
I wanted to keep telling the story.
I didn’t have a TV budget.
So I turned a phone call into a choose-your-own-adventure experience. Callers hear the characters, make decisions, and change the outcome. The figures become characters they’ve spent time with, not just objects on a shelf.
It was a practical way to expand the story and create a new reason to engage with the toys, without waiting for the resources to produce a show.
Hear the experiment(925) WAR-RIOR925-927-7467That’s the approach I’d bring to Mattel: understand what makes the brand matter, find a meaningful way to express it, and deliver within the brief and budget.