The Challenge
Hot Wheels needed a compelling brand story to support the opening of its new manufacturing plant in Jakarta, Indonesia. The project needed to serve multiple audiences, including internal employees, leadership, and external communications, while authentically representing the people and culture behind the facility.
Beyond documenting the opening, the goal was to showcase the pride, craftsmanship, and economic impact the plant would bring to the local community. The additional challenge was delivering a high-quality global brand piece within a tightly managed $50K production budget.
The Solution
Rather than focusing solely on the facility itself, we centered the story around the people of Indonesia and the pride they bring to their work. We highlighted how the plant extended beyond Mattel by supporting local vendors, families, and the surrounding community ecosystem.
To maximize both budget and agility, I built a lean production team consisting of a Director of Photography, Sound Engineer, and Producer/Director. Keeping the crew intentionally small allowed us to move efficiently throughout Jakarta, capture more authentic moments, and maintain production flexibility without sacrificing quality.
The result was a human-centered brand film that balanced emotional storytelling, operational scale, and cultural authenticity while successfully delivering within budget.
My Role
My role on the Jakarta Hot Wheels project was to lead the creative direction, production strategy, and on-the-ground execution of the film. I developed the storytelling approach, built and managed a lean international production crew, and directed the project from pre-production through final delivery.
I was responsible for balancing creative quality with budget efficiency while ensuring the story authentically represented the people, culture, and broader community impact surrounding the new manufacturing facility.
People behind the work.
