Barbie / Social Campaigns / CREATIVE DIRECTION
BARBIE SOCIAL CAMPAIGNS (2024-2025)
Creative directed a portfolio of global Barbie social campaigns spanning cultural moments, product launches, and performance-driven paid media, across both organic and paid channels. The work ranged from high-impact, press-led launches to seasonal and shopping-focused campaigns, all designed to feel native to platform while reinforcing Barbie’s global brand voice.
Across initiatives, I led creative from concept through execution—partnering with cross-functional teams to deliver video, stills, and motion systems tailored to specific audiences, platforms, and moments in the calendar. Collectively, these campaigns demonstrate an approach to social as a brand-building and demand-driving engine, balancing cultural relevance, emotional storytelling, and commercial performance at global scale.
Focus: platform-native storytelling, cultural relevance, and audience-specific creative systems across global social
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
BARBIE HOLIDAY CAMPAIGN
Creative directed Barbie’s 2025 Holiday organic + paid social campaign for the annual Barbie Holiday Doll, leaning into the theme of holiday traditions shared across generations. The work combined product-only stop motion with live-action talent, mirroring moments of Barbie dolls and families decorating a holiday tree.
Led creative from concept through completion, including storyboarding, set design, wardrobe, product and talent styling, and on-set direction. The campaign was designed for Instagram organic and paid placements on @barbie utilizing video, stills, and GIFs, blending nostalgia and craft for one of the brand’s most culturally significant releases.
Couldn’t have done it without:
Director of Photography: Heather Kasprzak Genrich
Art Direction and Design: Andrea West
Production: Natalie Masciale
BARBIE PAID GIFTER CAMPAIGN
Creative directed Barbie’s Fall 2025 paid gifter campaign, spotlighting the brand’s largest Dream World playsets as part of an interconnected system of play. The work showcased children moving through imaginative Barbie worlds—DreamHouse, DreamCamper, and beyond—emphasizing storytelling, creativity, and open-ended play.
Distinct creative concepts were developed for two targeted gifter audiences and delivered in both English and Spanish, with an intentionally lo-fi, platform-native approach aligned to evolving Meta best practices. For moms, the campaign leaned into playful, high-energy storytelling with jump cuts and TikTok-inspired trends. For grandmothers, the work shifted to a warmer, more emotional tone—using heartfelt, montage-style moments designed to tug at the heartstrings. Assets spanned video and stills across paid social, crafted to feel native and authentic rather than overly polished or glossy.
Couldn’t have done it without:
Director of Photography: Heather Kasprzak Genrich
Art Direction and Design: Andrea West
Production: Natalie Masciale