Barbie: Demand Creation Video / CREATIVE DIRECTION

BARBIE DEMAND CREATION VIDEO

End-to-end creative direction for all of Barbie’s demand creation video (i.e., kid-targeted commercials and ads on broadcast tv, online streaming, and YouTube). This includes everything from kickoff to final delivery: concepts, set design, talent casting/wardrobe/styling, music direction, script, product styling, and post-production (i.e., edits/graphics/color correction).

While juggling 6-8 unique spots per season, twice per year, my ultimate aim is to create a more cohesive brand vision across all assets and continually improve our brand perception amongst kids.

Results: Our two 2023 Barbie Dreamhouse spots (combined with the Dreamhouse brand key art + merchandising/style guide which I led simultaneously), resulted in notable growth in product sales globally, with more than one Dreamhouse selling every minute since launch.