A New Barbie Show
Challenge
We needed to heighten awareness prior to release for kids and parents, highlight the horses and outfits to drive sales, and celebrate the original music, all while keeping Barbie's "image" top of mind and making sure BOTH barbies were equally represented.
Solution
We focused making sure our themes were authentic to celebrating friendship and relatable in tone for both parents and kids. When highlighting outfits and products we used scenes in service to deeper themes, rather than focusing on superficial looks.
:AV Spots
We leveraged inspiration from trending formats on social for our edit style, graphics, and animation. Each video featured an original song, focusing on sharing the sentiment of the lyrics through the scene selection we chose.
Social Media Memes
We also created some social memes for their organic social channels, to be used across both Mattel and Netflix's feeds. We focused on relatable moments involving travel, friendship, adapting trending memes to the show.
My Role
As the Associate Creative Director, I helped assemble the creative team and determine R&Rs according to budget with the producer, led the team in ideation, contributed concepts, advised and empowered the art director in working with editors and motion graphics artists, approved creative outputs and copy, was client facing creative lead in presentations and feedback.
The Team
Bree Hovan (Sr. Producer), Kayla Shay Roebuck (Art Director), Kaitlyn Richie (ACD Copy), Daniel Macias (Sr. Motion Artist), Paul Lindquist (Sr. Editor)
The Agency
Unfold Agency 2025