UNO
Where Play Never Ends
The Opportunity:
Reintroduce UNO as a culturally relevant brand
My Role:
Creative direction, brand strategy, platform concept, campaign development, agency and partner direction
The Results:
#1 game in the world for the first time in its 50-year history with record sales and an expanded line of new accessible products and live experiences
UNO was one of the best-selling games in history — and almost completely invisible in culture.
Fifty years old, universally recognized, and somehow irrelevant. No one was talking about it. The brand had no social presence, no cultural moment, no reason to exist in a conversation. The challenge wasn't awareness — it was meaning.
We didn't just update the marketing. We repositioned the entire brand around a new idea: UNO isn't a game you play — it's a game you perform. Gameplay as spectacle. Cards as culture.
That strategic shift drove everything that followed. We launched Mattel's first TikTok channel, built around UNO's natural drama — the betrayal, the chaos, the screaming. We partnered with creators who understood that energy. We hosted a high-stakes Las Vegas tournament and crowned the world's first Chief UNO Player. We brought immersive fan experiences to New York City that turned a card game into a live event.
The result: UNO became the #1 game in the world — for the first time in its 50-year history.
We didn't stop at cultural relevance. We also introduced colorblind-accessible and braille decks, expanding access to the game for players who'd been left out entirely.
