BARBIE 65TH ANNIVERSARY CAMPAIGN + LAUNCH GUIDE
The Barbie 65th Anniversary Launch Guide was distributed globally in 2024. The 360 campaign guide includes branding elements, key art, print and digital assets, doll and lifestyle photography, and examples of best-in-class retail merchandising, OOH advertising, and experiential activations. I lead the photoshoot, from wardrobe to casting for lifestyle images, and ensured both talent and doll poses were aligned with the Barbie brand's look and feel. I also provided thoughtful art direction to several creatives that touched this comprehensive guide and supported in the creation of assets. Throughout the year, I managed global creative approvals to ensure a seamless rollout of the 65th anniversary campaign. Cheers to 65 years of Barbie and many more to come!
Contributors: IMC Barbie and Dolls, Mattel
Creative Direction: Ann Dang, Danielle Viale, Liz Maglione
Below is campaign creative produced by Mattel's internal teams and global partners,
all using the assets and direction provided in the Barbie 65th Anniversary Campaign Guide.
