JULY 2023
The Brief: Attract new and loyal fans to the brand particularly within the female 18-24 demographic. Drive fan awareness and engagement. Play into nostalgia marketing with fan-engaging digital content for evergreen styles. Authentically integrate the mega crush into activities leading up to the Barbie™ movie release.
The Story: Despite gaining a controversial reputation over the last decade, the new Barbie™ film was met with positive sentiment according to social listening. The film comes at the perfect time in which consumers are gravitating towards nostalgia based themes, Mattel’s recent addresses of body image acceptance over recent years and the choice in director – a vocal advocate and feminist film icon.
The Creative Concept: She’s everything…he’s just Ken. The new Barbie™ x Crocs collaboration celebrates confidence and self-expression with a variety of styles ranging from trend-forward platforms, to comfy and cozy sandals and clogs. Live Your Dream in the new Barbie™ x Crocs collaboration, arriving just in time for the upcoming Barbie™ The Movie premiere this summer.
My Role: Art Direction + Set Direction + Talent Casting + Digital Deliverables
The Metrics: 2.3 million in sales in the first week, best click rate of any homepage hero on crocs.com in 2023, 202 media placements, over 305M media impressions, “barbie crocs” trended on twitter with 2.8+ mentions on launch day.