Setting the Stage for a New Kind of Leadership
Mattel’s Global Consumer Insights team operates a Play Lab to explore how play evolves and how brands can influence culture through deep listening. Partnering with insights agency MADO, Mattel sought to define the future of play through a cinematic approach that integrates lived experiences, quantitative research, and human connection. Nemo’s role was to shape this journey by designing the narrative, directing the documentary, and creating a framework to effectively communicate bold insights.
CAPABILITIES
Strategy
Creative Direction
Directing
Concepting
Art Direction
Design
Copywriting
Production
Designing the Narrative Before the Data Arrives
Before filming the first interview or conducting surveys, we helped the team create a flexible story structure that balanced rigor and emotion. Given the scope of the research program across multiple continents and data types, it was crucial to have a narrative system that grounded the viewer while allowing space for curiosity and wonder.
We considered various formats early on, including whether a narrator should guide the story or if characters and data should take the lead. These foundational decisions shaped both the research approach and the storytelling, ensuring they worked in harmony.
Creative Framework: Building for Multichannel Insight
As MADO developed global research, we created prototypes of visual representations based on those insights. Our goal was to strike a balance between clarity and energy, establishing a visual identity system for data, human moments, and key takeaways.
The project encompassed various touchpoints: a 15-minute documentary, an internal report to inspire innovation, and thought leadership content aimed at elevating the brand, all of which required creative flexibility—from subtitle typography to an adaptable icon system.
Capturing the Real Story on the Ground
We collaborated with production studio Little Rumble to capture family interviews and cultural insights across three countries, enhancing our research. Expert interviews took place in natural settings like living rooms and kitchens. Together with MADO and Little Rumble, we produced a documentary led by Mattel’s Tasja Kirkwood, focusing on understanding play and its future impact. This project highlights key insights for internal alignment, external leadership, and brand relevance.
From Raw Insight to Strategic Asset
A compelling 15-minute film that redefines what research storytelling can be
A comprehensive insights report designed for clarity, action, and inspiration
A creative platform that Mattel can continue to build on for future initiatives
This work doesn’t just live in a deck or a drive. It lives in the way Mattel thinks, plans, and designs for the future. It's thought leadership with teeth—and heart.
