UNO
Old Brand. New Tricks.
The Challenge
UNO had awareness. What it lacked was cultural meaning. The opportunity was to reintroduce a 50-year-old game as a brand people wanted to watch, share, and talk about.
The Strategy
Move UNO from something people simply played to something people watched, shared, performed, and talked about—turning gameplay into spectacle and cards into culture.
The Idea
Turn sweet, sour, salty, bitter, and umami into a cast of playful characters—bringing flavor to life across food, experiences, social, and merchandise.
My Role
Creative Direction · Brand Strategy · Platform Concept · Campaign Development · Agency & Partner Direction
The Impact
UNO became the #1 game in the world for the first time in its 50-year history, alongside record sales and an expanded line of accessible products and live experiences.
