Hot Wheels Design & Branding HOT WHEELS SECRET RACE BATTLE by Muse Amsterdam

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Industry Games
Media Design & Branding
Market Netherlands
Agency Muse Amsterdam
Director Chris Staves, Mischa Rozema, Justin Blyth
Creative Director Sander Ejlenberg
Art Director Philia Beroud
Released March 2011

Credits & Description

Category: Offline Digital Design
Advertiser: MATTEL
Product/Service: TOY
Date of First Appearance: Mar 10 2011
Entry URL:
Creative Director: Sander Ejlenberg (Muse Amsterdam)
Planner: Karlijn van den Berg (Muse Amsterdam)
Art Director: Philia Beroud (Muse Amsterdam)
Design: Magnus Löwing (Muse Amsterdam)
Design: Elano Collaco do Monte Teixeira (Muse Amsterdam)
Project Management: Wouter Donkers (Muse Amsterdam)
Project Management: Bert-Jan Strating (Muse Amsterdam)
Client Services: Michael Littaur (Muse Amsterdam)
Senior Marketing Manager: Amanda Allegos (Mattel Australia)
Senior Brand Manager: Ben Caddy (Mattel Australia)
Production/Animation: (PostPanic)
Director: Justin Blyth (PostPanic)
Director: Chris Staves (PostPanic)
Director: Mischa Rozema (PostPanic)
Technical Supervision/Play-out: (BeamSystems)
Local Agency Mattel: (2Fish)
Hardware: (TDC)
Sound Design: (MassiveMusic)
Media placement: 3D Projection Mapping - Customs House, Sydney, Australia - 10 March 2011
Media placement: Viral Video - YouTube - 10 March 2011
Media placement: Viral Video - Facebook Fanpage - 10 March 2011
Media placement: PR, Seeding - Various - 10 March 2011

Describe the brief from the client
Create a spectacular, exciting and memorable real-life concept for Hot Wheels Australia, that brings the brand as a whole to the target audience and is engaging enough to go viral.

Target audience:
vehicle loving boys of all ages, consisting of 60% toy users, and 40% male collectors.

Take into account:
Brand values: optimistic, genuine, outrageous, fearless, competitive.
Incorporate Hot Wheels icons; orange tracks, cars and toy characters.
Reason to believe: Hot Wheels is the brand that drives the most thrilling vehicle experiences in the world.

Describe the challenges and key objectives
The art of projection mapping lies in the way the story is built around the characteristics of the building. Hence the biggest challenge was to use the architecture of the building, in the best possible way, to enliven the story. Of course the story needs to be great and attractive, but the magic arises by developing the right scene design and ultimate set dressing in 2D and 3D. We wanted to create a movie that would rock the fans fantasy by using the building’s characteristics and projection mapping technique to create PR, and stimulate a viral buzz around the brand.

Describe how you arrived at the final design
The visual style of the movie had to reflect the fun, fantasy and energy of the Hot Wheels brand. We wanted to seamlessly mix reality and fantasy elements to take fans and friends on a ride to a fantasy world they could imagine themselves racing in.

Therefore the Hot Wheels Secret Race Battle was brought to life in a world that mixed photorealistic elements with hyper saturated cartoon style animation. Elements of the cars, water, fire, etc. retained the photorealistic look, while objects like the skull and the tracks retained a more playful cel shading and animation style.

Give some indication of how successful the outcome was in the market
The projection was not only enjoyed by over two thousand people live at the Customs House, as the event was top listed in many online and offline Sydney event calendars in the days prior to the event.

The biggest success was the editorial value on TV and the Web.
Hundreds of websites and blogs posted the movie, sharing the Hot Wheels passion and appreciating the end result of the 3 1/2 minutes 3D movie.

Views online & mobile: 103,000.
Reach: 12 million contacts.

* still counting as the movie was recently broadcast on March 10th, 2011