Tech Touch Lightning McQueen

As part of Mattel’s Cars 3 website reskin, they needed a landing page for their hot new interactive toy, Tech Touch Lightning McQueen -- a product set to hit the shelves this fall. So we hopped in the driver’s seat.

Our first step was aligning the landing page with the packaging art for Tech Touch Lightning McQueen -- the coolest, fastest race car in town. We took the bold colors and overall style into consideration as well as the flashy and interactive product features: built-in touchscreen, working headlights and taillights, design-your-own-track feature, moving eyes and mouth, and more. To align with Lightning’s animated elements, we incorporated moving parts in both the header image and the headlines as you scroll through the page. We broke down the landing page into three sections to show Tech Touch McQueen’s three modes of play: Select the Race, Design the Race and Story Mode. We used descriptive copy and large, colorful imagery to represent the product. We utilized red and black throughout the page and made user experience as clear as possible. Once we designed and developed the landing page, we then localized it for a handful of languages.