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 Adult-targeted Paid Social Campaign 

One of Barbie’s first adult-targeted lifestyle social campaigns utilizing learnings from Meta and TikTok to drive conversion for an iconic Barbie offering - THE DREAMHOUSE! This initiative was part of a larger marketing strategy to increase affinity among millenial parents and showcase the joy of play within the world of Barbie. This campaign included over 16 unique video assets all delivered in English and Spanish and in aspect ratios of 1:1, 4:5, 9:16, 16:9 for a total of 84 delivered assets. Deployed across Facebook, Instagram, TikTok, and YouTube domestically and globally as well as landing pages, PDP pages and other digital touchpoints.

 My role: spearheaded creative concept development and strategy, pre-production planning, casting, creative and storyboard development, on-set art direction for photo and video, post-production creative direction for editing, photography, graphics and creative asset deployment. 

Mattel Creative Leads: Cassandra Scholnick, Zlatan Kusnoor, Erin Foote
Sr. Project Manager: Nicole Leeds
Copywriter: Audrey Marra

Director: Heather Kasprzak
Producer: Natalie Masciale
DP: Shan Liljestrand
Editor: Orrin Anderson
Photographer: Cody Cloud
1st AC: Steven Kan
Gaffer: Jose Ibarra
Key Grip: Christian Armada
Swing: Haneul Kim
Lead Product Stylist: Rachel Ritter
Set Stylist: Christine Di Stefano
Set Assists: Sara Barnett, Ash Kron
HMU: Autumn Sanders
Wardrobe: Hannah Anderson
Set PA’s: Scott Gabelein, Alayna Heim