“People don’t buy what you do, they buy why you do it.” –Simon Sinek

This quote is what inspired this video, where Felipé, a toy designer from Mattel, tells the world why he loves what he does.

We were approached by Mattel’s subsidiary, Mega Bloks, to create a video series that would make people fall in love with the philosophy of the company. It wasn’t about making a typical commercial where the audience feels “sold to.” It was about creating a relationship with parents across the world, where they could feel a kinship with the people who make their kids’ toys.

In this film, Felipé talks about his passion for design, but more importantly why he loves it. One of his favorite things about being a toy designer is the fact that he can watch his own kids play with the toys he dreamt up on his sketchpad. They have a passion for blocks as a family and it’s something they often share memorable moments around.

This video didn’t try to sell a Mattel product. It simply connected you to the “why” of one of their employees.

That's how you build loyalty. Start with why.