Unboxing the Mattel NY Toy Fair LiveStream
- Jan 5, 2018
- 2 min read
In February of 2016; I had the honor to lead a team of some of the hardest working, creative people I know and execute on one of the most challenging but rewarding projects I have ever worked on.
Two weeks prior to the launch, Mattel asked us to produce a 45 minute LiveStream showcasing their new products for that year. Doing a LiveStream has its’ own challenges, but I wanted to do something more. I gathered the team and we spent a whirlwind two weeks locked in a room from early in the morning until late at night, creating something that would be unique and exciting.
Approaching the LiveStream like a programmed show, I instituted a writer’s room mentality and looked at the Mattel Products as segments. We all worked together to learn each product and figure out the best way to showcase it and entertain the audience. We started writing sketches for each product; “Blindfold Brick Build”, “Two Headed T-Shirt”, “Dance-Off”, etc. Some of them were crazy, but others were just what we needed.
Once the outline was created we spent two days on the floor. We mapped out where each station was, who would be working it, what influencer would be there, and how our host would move. After everything was mapped out, we connected with the technical team and did one final rehearsal. We were going live the next day.
The next morning my cab was stuck on a road with some construction, and I was going to be late. I remember this clearly because the anxiety gave me a bit of nervous energy that I carried with me through the entire show. When I arrived the team had already been doing final checks, our host had arrived, and the client was pacing the floor. We had a team huddle and then everyone took their positions. When
you have a team of 20, everyone needs to know what they are doing and execute on it perfectly, but they also have to be ready to roll with any challenges.
I took my position in the broadcast truck and got familiar with the 15 or so monitors. I put my headset on and did a check to make sure everyone could hear me. At this point, there were 3 minutes until we went live. As the clock counted down, I gave the “Go” call for the stream to start. The next 50 minutes are a blur. I remember breathing for the first time, once we finished and I heard in the radio that the stream had ended. The minutes that followed were a mixture of excitement and exhaustion.
It had been a challenging three weeks, with a minimal amount of sleep and ton of adrenaline. But, we had done it. It was one of the most successful videos for Mattel and remains one of the most rewarding LiveStreams I have completed.
Photos Provided by Chi Laughlin
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