Art Director + Creative Director
DINO REVEAL
Reveal the Dinosaur with Water!
Dino Reveal was my first packaging assignment at Mattel. I established the line's visual identity, directing typography, color, illustration, and layout for a cylindrical package that also serves as the water-reveal container. The design had to communicate the play pattern, accommodate Jurassic World branding, and support up to 19 languages.
I led art direction and coordinated with production teams in China, working through creative reviews with Universal, marketing, and Mattel leadership. The original identity has carried through four waves of figures and two deluxe waves.
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Waves 1 and 2
Late in production, marketing shifted the original assortment to a blind-purchase format, concealing which dinosaur was inside. Only two designs from the initial set moved forward.
PEEL AND REVEAL
Differentiated Play Pattern
The deluxe figures introduced a new interaction: peeling away an outer coating to reveal the dinosaur's colors underneath.
I developed a packaging concept using illustrated tears and matching structural perforations, making the unboxing experience part of the play pattern while preserving the established Dino Reveal identity.
On shelf, I wanted this branch of the line to look aggressive. The challenge in this approach led to solutions surrounding illustrations of open-mouthed, front facing dinosaurs.
Early Concept Mock-ups
Generative AI helped explore visual directions and communicate art direction to the production illustrator.
Recommended Direction
The selected concept underwent reviews with Universal, marketing, product design, and Mattel leadership before moving into production.
Peel and Reveal
Wave 1
Blueline Sketches
Illustration refinements and production art direction for the team in China.
