Michael Endreola

Design – Art Direction – Branding


It was an absolute privilege to be a part of the creative team that was there at the inception of the BOOMco brand, and saw it all the way through launch.

I helped with concepting of the brand’s identity, launch strategy and TV campaign. From pitch materials to graphics, to initial storyboard sketches. It was an amazing experience to see it all come to life.


Art direction on set of the international brand spot as well as 2 international product TV commercials, and 6 web content videos. I also oversaw all the edits, and took them to finish through final VO, color and mixing to deliver to international markets.

Once delivered, all the spots get translated to multiple languages and ran in multiple countries

SkateLab skate park was taken over for a week and completely transformed to be BOOMco.


Worked with photographer Larry Bartholomew on location for the print shoot.

Brand Ad

Gallery Wall

Process Breakdown.

Easter egg of my handstand, and me holding a basketball in the “crew” silhouettes.

Hot Wheels Logo

I was lucky enough to be able to work on such an iconic brand mark as the Hot Wheels logo. It was a designer’s dream come true to be able to take a step back take a full audit of where a brand is at, and see where the designs would take me. It started as a pretty open propostion: update/redesign the Hot Wheels logo, and make sure we can have consistency across all touch points of the brand. This process was not taken lightly. It was a very deep dive and a project that took months, and dozens and dozens of options to go through. In the end, we were able to get it to a place where the brand leaders felt like it evolved to the perfect place and were excited and happy to begin the new generation for Hot Wheels.

The final logo. Streamlined, more sleek and faster looking while retaining equity in the brand and it’s legacy. Just like Hot Wheels cars themselves. The fire effects, bevels, and shadows were shed to focus it down to a more clear, impactful place.

Part of the brand audit process.

More than just a color change. Careful detail was put into evolving and refining the flame edges of the logo. The refinements of the shape were meant to make it feel faster, and more streamlined.

While many many variations and wide range of options were explored we landed on the keeping the letterforms as is, with cleaning up and refining them to better fit inside the flame.

logo in action so far

First time on a car. Unveiled at SEMA. Car design credit: Hot Wheels design Photo credit: car-revs-daily.com

6 foot wide chrome badge version of it on display.

In store


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Hot Wheels World Record Photobursts

Design, digital composing and retouching for the displays made to commemorate world records set by Team Hot Wheels. Photography source unkown from a PR team photographer.



Those photoburts were featured prominently in the Hot Wheels world record display light-box I designed.

Close up on lightbox details

The corkscrew as a large wall graphic

Photography assets used to make these bursts.

Hot Wheels Fearless at the 500

Logo design and event branding for “Hot Wheels Fearless at the 500”. Live on ABC from the 2011 Indianapolis 500 Tanner Foust shatters the world record with a 332 foot jump off of a 100 foot door in a Team Hot Wheels Truck.


Watch the Record Get Smashed.

Event Signage

Drop in.

Take off.

Co-Branded Billboard with IZOD in Times Square.

Lobby Display Banner

Fearless at the 500 Lobby Banner

8 Foot x 8 Foot Banner

Fearless Lobby display with 25 foot replica of the stunt.

Holding the Cut out logo from the Lobby Display

Animated Fearless logo as it ran on the ABC Broadcast of the Indianapolis 500. (Animation by Galaxy 61)

Izod Fearless at the 500 from Doug Johnson on Vimeo.

On The Internets

Hot Wheels definitely made noise with Fearless at the 500. Over 5 million views on youtube in the first month following the jump. It also got blogged about posted a ton right after it happened.

Fearless Youtube Clip

Post on Tosh.0’s blog, and Featured Banners on Jalopnik.com

Fearless Web2

“Ad of the day” Feature on ADWEEK.com, and Featured Banners on Uproxx.com



Hot Wheels Print Ads

Design, and Art Direction for Hot Wheels print ads. Ads Ran in comic books, special collector, and trade magazines as well as online.


Guitar Center 2010 Rocktober Promotion.

Since there wasn’t any imagery to use we decided to do a photo shoot of our own. I made a comp with a very rough idea of what I wanted to do, and then Art Directed the photo shoot of myself as the guitarist. Here’s a little sequence of how it ended up the way it did.

Shaun White Unstoppable Campaign


2K Sports MLB Front Office Manager

This is one of the comps made during the Key Art exploration for the video game.

Front Office Logos

Logo exploration for the game.