Barbie Kenbassador: Lebron James / CREATIVE DIRECTION

BARBE KENBASSADOR LAUNCH: LEBRON JAMES

Creative directed the launch of Barbie’s inaugural “Kenbassador,” a historic cultural moment that introduced the world to the LeBron James Ken doll—the first time a real-life male athlete has ever joined the Barbie universe. I led the look, tone, and feel of the entire campaign, including set design, photography, key art, and creative direction for the sellout Kenbassador pop-up at Citadium Haussmann in Paris.

Designed to honor LeBron’s impact both on and off the court, the campaign merged sports, streetwear, and storytelling to reimagine what it means to be “just Ken.” Through a custom doll, bespoke fashion, and an unforgettable global launch, we connected with new audiences while redefining what aspirational representation looks like.

Results: This campaign was Barbie’s biggest press moment ever outside of the Barbie movie, generating 8.03+ billion media impressions in a single week. Coverage spanned Rolling Stone, GQ, WWD, Fast Company, E! News, USA Today, CNN, Sports Illustrated, and BBC, as well as social channels like Bleacher Report, Ball Is Life, and Complex. The Instagram carousel post on @barbie is now the brand’s best-performing owned IG social post of all time by both impression and engagement metrics—10.09MM organic impressions (+241% above bench) and 1.03MM organic engagements (+380% above bench)—with 96.2% of views coming from non-followers. The doll sold out in minutes across Amazon, Walmart, Target, and Mattel Creations.

The Paris pop-up was a complete sellout and garnered features in Paris Match, CNEWS, and Creapills, and fans camped out for days ahead of the Undefeated L.A. drop. The campaign’s cultural resonance sparked viral conversation and widespread acclaim from fans, influencers, and celebrities alike, with press and fans declaring the launch “nothing but net.”