BARBIE 65TH ANNIVERSARY CAMPAIGN
In 2024, we marked 65 years of Barbie inspiring stories and shaping the future. On this milestone anniversary, we showcased the legacy of the brand with a year-long global campaign and created the Barbie 65th Anniversary Launch Guide. 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 led 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 art directed 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!
Creative Leads: Andrea West, Ann Dang
Creative Direction: Danielle Viale, Liz Maglione
Design Support: Mattel IMC Barbie
Partners: Mattel Creative Studios
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.
