Hay un UNO
para todos.
Hay un UNO para todos.
Client
Mattel
Year
2018
Role
Creative Direction · Post · Motion · Handcraft
Campaign
Campaign
How it was built
How it was built
Six worlds.
One campaign.
Each edition needed its own visual identity without fragmenting the campaign. Distinct enough to feel individual. Cohesive enough to work as a whole.
Each edition needed its own visual identity without fragmenting the campaign. Distinct enough to feel individual. Cohesive enough to work as a whole.
Challenge
One game.
Six versions.
One launch.
UNO needed a brand awareness campaign that celebrated each unique edition — connecting players to their favourite version while showing the full breadth of the game.
UNO needed a brand awareness campaign that celebrated each unique edition — connecting players to their favourite version while showing the full breadth of the game.
Context
Context
Challenge
Six editions. Six materials. Six visual worlds.
Six editions.
Six materials.
Six visual worlds.
Deluxe - Glass
Extreme - Plastic
Junior - Clay + foam
H2O - Inflatables
DOS - Paper
Classic - Wood
The system
The system
Result
Physical materials. No CGI shortcuts.
Each edition was built from scratch using real materials that reflected its personality. Glass for Deluxe, modeling clay and foam for Junior, paper for DOS, plastic for Extreme, inflatables for H2O, and wood for the classic. Everything handcrafted on set.
Physical materials. No CGI shortcuts.
Each edition was built from scratch using real materials that reflected its personality. Glass for Deluxe, modeling clay and foam for Junior, paper for DOS, plastic for Extreme, inflatables for H2O, and wood for the classic. Everything handcrafted on set.