Campaign→
barbie ®
Role:
As Creative Manager, I led concepting, art direction, and content execution across all channels.
TIMELINE
The campaign was developed and executed over the course of approximately four weeks.
OBJECTIVE
To launch PatPat’s Barbie collection with a bright, fashion-forward campaign that celebrates individuality, confidence, and imaginative play—connecting with both nostalgic parents and the next generation of Barbie fans.
TARGET AUDIENCE:
Parents of kids ages 2–10 who love character-driven fashion with a bold, playful twist. Especially those drawn to Barbie’s legacy of confidence, color, and imagination—looking for pieces that feel as fun to wear as they are to style.
DELIVERABLES
Final deliverables included still photography, short-form video, and digital assets for web, social, email, and app placement.
cHALLENGES
The final hurdle was maintaining that energy on set, especially when working with multiple age groups and outfit changes. We kept things moving and upbeat to capture real smiles, confident posing, and moments that felt full of personality.
One of the biggest challenges was balancing nostalgia with newness. We wanted the campaign to spark a sense of familiarity and fun for moms who grew up with Barbie, while still delivering fresh, playful looks that felt exciting and relevant for kids today.
Styling and set direction had to walk a fine line—subtle nods to iconic Barbie aesthetics without going too retro or overdone. We also introduced light “mommy and me” moments into the shoot, which required extra care to feel natural, not forced—anchored in shared activities that both kids and parents could genuinely connect with.
creative strategy
Barbie is all about self-expression, so we leaned into bold styling, confident poses, and high-energy compositions to reflect that spirit. We wanted the visuals to feel editorial and fun, with a hint of 90s nostalgia and a modern, kid-first attitude.
We used hot pinks, color blocking, and playful set pieces to tie back to the brand while letting the clothing feel wearable and current. Every shot was designed to feel empowered, expressive, and full of personality—just like Barbie herself.
creative execution
We approached this shoot with a fast-paced, fashion-shoot mentality—focusing on crisp lighting, bold backdrops, and clean styling that let the product pop. Props and set design were intentionally graphic and minimal to keep the focus on the models and movement.
Casting was key—each kid brought their own energy and personality to the set, and we encouraged them to pose, play, and own their moment. The result was a mix of editorial stills and dynamic video that rolled out across web, app, email, and social channels.
SOCIAL CREATIVES
Results and Data
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3.22% CTR
Above our average CTR of 2% for
our seasonal campaigns -
250K VIEWS
Including posts, reels and UGC Influencer content
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3.5% ENG. RATE
Above our average engagement rate for seasonal campaigns
key
takeaways
This campaign proved that licensed product can feel fresh and fashion-forward when the creative direction embraces strong identity and personality. By focusing on bold visuals and confident casting, we gave the collection a distinct voice that stood out across channels.
We also saw the power of letting kids express themselves freely—our strongest content came from letting them play, pose, and move in ways that felt natural to them. With minimal sets and strong art direction, we were able to deliver high-impact results that honored the Barbie brand and resonated with our audience.
