Andrea West - Barbie Social Campaigns

BARBIE SYSTEM OF PLAY PAID SOCIAL CAMPAIGN

Led creative for Barbie’s fall System of Play paid social campaign, targeting parents and gift-givers. Implemented a social-first motivational strategy and cozy autumnal visuals to showcase hero products– DreamHouse, Dream Camper, Dream Pool– and the full system of imaginative play. Delivered a high-impact creative suite including videos/reels, carousels, and GIFs optimized for Facebook, Instagram, and TikTok.

Responsibilities: Art directed campaign from start to finish– managing concept development, storyboards, casting, wardrobe, set design, on-set direction, and post-production including edits, graphics, and color correction.

Creative Director: Lauren Colley

Associate Creative Director: Shelby Alexander

Lead Creative / Art Director: Andrea West

Art Director: Logan Lebuis

Concept Creative: Elizabeth Starkey

Design Support: Jocelyn Alonzo

Copywriter: Audrey Marra

Social Media Manager: Amanda Szalasny

Production: Natalie Masciale, Alayna Heim

Video Director: Heather Kasprzak

ADs: Jay Kendall, Chuck Finley

DP: Shan Liljestrand

AC: Jen Pawlowski

Photographer: Cody Cloud

Photo Assistants: David Lopez, Gustavo Soriano

Photo DIT: Eugene Kim

Gaffer: Jose Ibarra

Key Grip: Sal Mousavi

Best Boy Grip: Zach Domingo

Doll Stylists: Tula Nowlan, Maranda Robbins,

Maddie Forrest, Charlotte Scovil

HMU Artists: Autumn Sanders,

Shellena Gonzalez, Tamar Papirian

Wardrobe Stylists: Hannah Anderson, Caileigh Knapp

Set Stylist: Christine di Stefano,

Set Stylist Assistants: Max Cunnane, Sadie Spezzano

Composer: Jordan Kilpin

Equipment Manager: Jeff McLaughlin

Set PA: Scott Gabelein, Saris Ahmed

Editor: Gary Chan

BARBIE EASTER PAID SOCIAL CAMPAIGN

The team brought Barbie’s paid social Easter campaign to life with a bright, poptimistic spring look and feel, creating fun and fresh assets that capture the excitement of the season. The campaign targeted parents and gift-givers, positioning Barbie as the ultimate Easter basket must-have. We delivered a high-performing creative suite– videos/reels, carousels, and GIFs– optimized for Facebook, Instagram, and TikTok.

Responsibilities: Led on-set direction for a multi-asset video and photo shoot, overseeing wardrobe, set design, and product styling, and guided post-production across editing, graphics, and color correction.