M2 Machines, a collectible diecast car brand, brought me on to elevate and modernize their social media presence. Their business revolves around limited-run, one-off releases, each requiring compelling, platform-specific media to generate excitement and drive in-store demand.
Goals
The primary goal was to refresh the brand’s visual identity to reach new audiences while maintaining strong appeal for existing collectors. Each release shared key product details, such as scale, codes, and model year, presented in a clear, accessible format.
I developed a cohesive visual system using bold color, custom graphics, and macro photography to create a modern, distinctive look. The direction highlighted what set M2 Machines apart: their attention to detail and beautiful package design.
Close-up photography and callouts emphasized intricate details, while a video series exploring the design process offered deeper insight into each release and strengthened the connection to their collectors.
An interview with a designer detailing a release he designed to show collectors how much thought and knowledge is behind each release.
One of the posts from the same release.
Campaigns
Another key initiative involved developing campaigns as the company expanded into direct-to-consumer releases. The most notable of these was a charity launch benefiting Children’s Hospital Los Angeles.
For this campaign, I produced a suite of photography and video content that showcased both the collectible itself and the important work the hospital does, emphasizing the impact of each purchase. The result was a highly successful launch, with the product selling out in just 12 minutes. This demonstrated the effectiveness of the campaign and established a strong foundation for future direct-to-consumer releases.
Halloween Campaign
As a lover of Halloween, M2 Machine's first-ever Halloween-themed release was another favorite project of mine.
We utilized photography, videography, and collaborations with influencers to ensure their first venture into the spooky was a success.
Coca-Cola Christmas Campaign
Another memorable campaign was a collaboration with Coca-Cola featuring an array of Christmas-themed and Coke-branded vehicles. The combination of the festive background, bright colors, and Coca-Cola graphics makes this collection one of my favorites.
A unique challenge with this release was the utilization of both Coca-Cola and M2 Machines' brand guidelines to create a cohesive and exciting piece.
Here is a collection of posts showing the style M2 Machines used before I was hired, along with fresh versions of similar releases that I designed the marketing for.
Original 1:24 Scale Post
Updated 1:24 Scale Post
Original "Share a Coke" Post
Updated "Share a Coke" Post
Original Ornaments Post
Updated Ornaments Post
Original Model Kits Post
Updated Model Kits Post
Lastly, here is a variety of miscellaneous posts created for the brand.
