INDUSTRY:
Art Objects
COLLABORATORS:
Takashi Murkami, Shantell Martin, Gray Malin
YEAR:
2021-2024
EXPERIENCE:
Creative Direction, Art Direction, Set Design
Uno Artiste Art Direction
about.
UNO has held a place in the cultural zeitgeist for decades. But what if it could be cooler and more artful? The Bespoke UNO Artiste Line launched in 2019 with the Basquiat estate, but the card photography was typically mundane and straightforward. I was tasked with spicing up how we presented these deceptively simple cards.
After some convincing, I leaned into Mattel Creations' brand ethos—"Toys As Art. Art Inspired by Toys"—and pushed for world-building that honored the artists featured in the Artiste Line. After all, most artists wouldn't turn down a free, unexpected gallery show.
challenge.
If these cards feature works by famous artists, then their natural ecosystem is an art gallery. Mattel has long been a powerhouse in miniature set design—decades of Barbie backdrops and Hot Wheels cityscapes prove it. So I proposed we build a miniature art world for what are essentially art prints by contemporary greats, leveraging Mattel's understated superpower: set creation.
results.
The response, both internally and externally, was overwhelmingly positive. Collaborating closely with the photographer, stylist, and retouching team, I was so immersed in the process that I didn't anticipate how much people would love the final result. Sometimes the secret ingredient really is putting love into the work.
Subsequent Artiste collaborations adopted the same visual direction. I was thrilled to continue with Shantell Martin and Gray Malin—the latter specifically requested the same treatment.
The project was featured in the Drums's 'Ad of the Day" the same week as Launch :)
