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CREATIVE DIRECTION

2023 HOLIDAY BARBIE

Creative campaign supporting the launch and promotion of the 2023 Holiday Barbie and the 35th Anniversary of the iconic Holiday Doll.

Deployed across social platforms domestically/globally and as a TVC in European markets.

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

Mattel Creative Leads: Cassandra Scholnick, Zlatan Kusnoor
Social Strategy: Amanda Szlasny, Tiana Kupinski, Lucas Allen, Yasmin Khamasse

Account Manager: Lisa Baca
Copywriter: Audrey Marra

Director: Heather Kasprzak
Producer: Natalie Masciale
Stop Motion Animator:Dillon Markey
DP: Symeon Platts
1st AP: Jen Pawlowski
Editor: Orrin Anderson
Photographer: Brett Ziegler
Digi Tech: Brandon Kalpin
Gaffer: Kevin Willing
Grip: Sal Mousavi
Swing: Sal Mousavi
Lead Product Stylist: Rachel Ritter
Set Stylist: Vic Ainza
Set Assists: Kelly Silverman
HMU: Autum Sanders
Wardrobe: Hannah Anderson
Set PA’s: Scott Gabelein, Reyhan Almazarm

CREATIVE LEAD

BARBIETOK

Mattel Creative/Strategy Team: Cassandra Scholnick, Zlatan Kusnoor, Amanda Szalasny, Tiana Kupinksi, Lucas Allen, Yasmin Khamsse

Writers: Jonah Lipton, Nick Tiffany, Olivia DeLaurentis

Director: Bill Watterson
Producer: Nikit Doshi
Prod. Manager: Reece Potter
Creative Associate: Nancy Sanchez
Editor: Drew Boylan
DP: Ryan Kerr/Aaron Wise
Gaffer: David ‘Bootz’ Liebman
Gaffer: Jose Ibarra
Art Director: Raphaelle Gamanho
Set Dresser: Annuari Cantre/Marisa Gehrig
Lead Stylist: Rachel Ritter
Jr Stylist:Sanda Lozancic
Stop Motion Animator: Dillon Markey
Pupeteer: Christine Papelexis
Rig Removal: Andy Jolliff

CREATIVE DIRECTION

BARBIE’S WALMART

360 Campaign (TVC, Theatrical, Digital, Social, etc)

Welcome to Barbie’s Walmart! National 360 campaign in collaboration with Walmart’s creative team consisting of placements across digital and web (YouTube, Vevo, Walmart.com, TikTok, Instagram, Facebook, Roku, Spotify) as well as nationally running television commercial, media placement on Good Morning America, and the spot ran in theaters ahead of Barbie The Movie.

My role: on-set direction, supervision of scripts and VO sessions, post-production oversight on all visual outputs of the campaign for Mattel

Mattel Creative Leads: Zlatan Kusnoor, Cassandra Scholnick, Tiana Kupinski

Dept W/Leo Burnett: Todd Thiry, Shea Cheney, Perri Rubenstein, Alex Scheer

Director: Bill Watterson
Producer: Nikit Doshi
Prod. Manager: Reece Potter
Creative Associate: Nancy Sanchez
Editor: Drew Boylan
DP: Ryan Kerr
Gaffer: David ‘Bootz’ Liebman
Gaffer: Jose Ibarra
Art Director: Raphaelle Gamanho
Set Dresser: Annuari Cantre
Lead Stylist: Rachel Ritter
Set Stylist: Christine Di Stefano
Jr Stylist:Sanda Lozancic
Stop Motion Animator: Dillon Markey
Stop Motion Animator: Christina Bous
Rig Removal: Andy Jolliff

CREATIVE DIRECTION

BARBIE THE MOVIE CONTENT

Paid and organic content surrounding release of Barbie The Movie

Social-first content supporting doll releases, collabs, events, music partnerships and promotion of the film.

CREATIVE DIRECTION

BARBIE POP REVEAL FRUIT SERIES Paid social campaign and custom AR filter developed to promote new Barbie product line, Pop Reveal Fruit series. Deployed across digital platforms domestically and globally.

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
Social Strategy: Amanda Szlasny, Tiana Kupinski, Lucas Allen, Yasmin Khamasse
AR Filter: PXP Studios
Account Manager: Lisa Baca
Copywriter: Audrey Marra

Director: Heather Kasprzak
Producer: Natalie Masciale
DP: Shan Liljestrand
Editor: Gary Chan
Photographer: Cody Cloud
Digi Tech: Brandon Kalpin
Gaffer: Jose Ibarra
Grip: Vince Valentin
Swing: CJ Colace
Product Stylist: Maranda Robbins
Set Stylist: Christine Di Stefano
Set Assists: Ash Kron
HMU: Laurie Hallak
Wardrobe: Robin Lebowe
Set PA’s: Scott Gabelein, Reyhan Almazarm