Project Role: Concept Designer, Copywriter, Supervisor via Race Service
Car culture is diversifying: there are younger fans from more backgrounds, interested in cars and cultures from all over the world.
To stay relevant and grow its fan base, Hot Wheels brought in the automotive lifestyle agency Race Service. And as Race Service’s consulting Copywriter and Concept Designer, I’ve had the privilege to help develop, concept, write, and supervise the editing of Hot Wheel’s latest Social videos for their enthusiast-focused Legends campaign.
Hot Wheels Legends Anthem
Hot Wheels engaged the brightest lights among the many automotive cultures: race drivers, builders, content creators, and influencers. Along with content focused on each influencer, we wrote a Anthem to capture Hot Wheel’s passion, dedication, and authenticity within the culture.
The Legends campaign pays tribute to automotive sub-cultures by building custom, full-scale vehicles and die-cast replicas. The campaign includes a nationwide Legends Tour, where these builds are displayed, and local home builders are honored and chosen to participate.
Award winning Hot Wheels x Mobil1 Porsche Dirtmeister 944 Social videos
The latest video series follows the construction of one of these Legends builds: a Porsche 944 sports car converted for off-road “safari” use. As writer of the campaign, I named the vehicle (the Dirtmeister), and wrote and supervised each episode. All the videos are created exclusively for Social use, shot entirely in portrait mode and using the latest snackable-content techniques.
The episodic Dirtmeister series is ongoing and will continue to follow the car’s development and adventures.