I co-Creative Directed Razorfish’s Barbie Digital campaign for her 50th “Anniversary.”
We celebrated her new sassy attitude in being mindful of our 18-42 audience and the current trend of social media, leading to millions in social media, contributing to a new audience and building further brand awareness with adults.
Working as a full-channel team, we stylized her new “adult” style and voice, as this campaign was the first time Barbie has spoken since the 1950’s when a pull-string had her doll say “Math is hard!”
Barbie has an opinion, and that is one of a woman with a mind of her own. This campaign allowed for the first expansion of Barbie’s reputation and contributed to Greta Gerwin’s ideas that eventually led to the successful, independently-thinking Barbie in the 2023 Billion-dollar “Barbie” film.
Roles: Creative Direction, Concept