Barbie x Ground Up

The Power of Friendship

Overview
A nostalgia-driven campaign celebrating friendship, confidence, and creativity, designed to bring Barbie’s timeless message to life for a new generation.

The campaign blended vibrant visuals with social-first storytelling to capture themes of individuality and self-expression.

Objective

To drive brand engagement and audience connection by tapping into nostalgia and reinforcing Barbie’s core values of friendship, confidence, and originality.

Role – Creative Project Lead & Content Creator

I led the campaign from strategy through execution, overseeing:

Campaign strategy & creative direction
Social media strategy & content planning
Press release writing & distribution
Model selection & casting direction
Media list curation
Influencer coordination & attendance

As the sole content creator, I produced all photography and directed video assets, ensuring visual consistency across digital and social platforms.

Creative Approach

The visual direction embraced bold color, playful energy, and lifestyle-driven storytelling — aligning Barbie’s iconic aesthetic with modern social media content.