2025 INTERNATIONAL WOMEN’S DAY
Creative directed the organic social campaign and global press launch for 2025 International Women’s Day. To celebrate, Barbie highlighted powerful women friendships by partnering with four renowned role model duos across the globe, such as US Olympic gymnasts, Jordan Chiles and Jade Carey, and UK actors, Hannah Waddingham and Juno Temple.
Results: In the first 15 hours, the news generated 322 placements and 1.1 Billion+ press impressions in the US alone, with features on People, PopSugar, WWD, and NBC News. Total placement equaled 1,496+ press stories and over 2.6 Billion+ impressions globally.
Couldn’t have done it without:
Photography: Rafael Ortega
Graphic Design: Claire Cianca
Mattel Account: Taylor Schatan
Mattel Social: Tiana Kupinski
Producer: Marie-Anne Aizac
BARBIE 2025 CAREER OF THE YEAR
Creative directed the organic social campaign and global press launch for the 2025 Barbie Career of the Year: Women In Music. In addition to our new doll release, we partnered with Alicia Keys and Ann Mincieli’s foundation, She Is The Music, to further highlight role models in the music industry.
Results: The organic IG social post garnered 1.2 million impressions and 58.2k engagements within the first 24 hours, posted on @barbie & @barbiestyle in collaboration with Alicia Keys, Ann Mincieli, SITM, and Jungle City Records pages. The press announcement garnered 411+ million impressions on its first day, with features in Billboard, Essence, Culturess, and USA Today.
Couldn’t have done it without:
Photography: Jason Tidwell
Doll Stylist & Creative: Rachel Ritter
Mattel Social: Tiana Kupinski
Mattel Account: Taylor Schatan
BARBIE PAID EASTER CAMPAIGN
Creative directed and led a cross-functional team of designers, copywriters, and producers to develop Barbie’s paid social Easter campaign, targeting parents and gift-givers. Oversaw concept development, casting, wardrobe styling, copywriting, and on-set direction for a multi-asset video and photo shoot. Delivered a cohesive, high-performing creative suite (i.e., videos/reels, static carousels, and gifs), tailored for Meta and Pinterest paid placements and optimized for seasonal shopping moments.
Couldn’t have done it without:
Director of Photography: Olivier Lorranger Gagnon
Concept Creative: Elizabeth Starkey, Danielle Viale
Art Direction: Andrea West
Production: Natalie Masciale
Mattel Social: Amanda Szalasny