BUG RACER

CLIENT: Mattel

ROLE: Copywriting, Concepting

When Mattel pushed the envelope with the Bug Racer, they asked us to do the same to create buzz for their cricket-driven car. After several brainstorms that toed the line between the brand’s status quo and their threshold for the ridiculous, we focused in on one idea: the infomercial. So we got down to it, and as part of a small team of copywriters, I cranked out scripts and treatments to deliver the perfect amount of information and absurdity.