Mattel Barbie

BARBIE #UNAPOLOGETIC CAMPAIGN

THE Campaign

Barbie has had 150 careers (including president and astronaut), but the public won’t stop talking about her body. Our agency team worked with the Mattel PR team to partner with a publication that is often categorized in the same vein: the Sports Illustrated Swimsuit Issue. The goal was to drive buzz and conversation around seeing women as not only beautiful but smart and ambitious as well.

By putting the doll in close company with Swimsuit “legends” like Christie Brinkley and Cindy Crawford, we were sticking it to critics and undercutting the criticism about her body and how she looks. Posing in Sports Illustrated Swimsuit gave Barbie and her fellow beauty legends an opportunity to own who they are, celebrate what they have done, and be #unapologetic.

MY ROLE

Senior Designer / Art Director. I designed and produced campaign visual assets across various channels including social media, billboard advertising and press materials.