Barbie the movie
Development of a proposal for the Italian promotional campaign for the release of the film Barbie, including the creative concept, digital and out-of-home campaigns, and overall communication strategy.
I was invited, along with the project team, to showcase this work as a case study in an online meeting held by MoodArt school of fashion communication in Verona on May 15th, 2024.
Client
Year
2023
Agency
Crafted Venezia
Eleonora Palma
Caterina Canale
Samantha Carraro
Art Director
Copywriter
Social Media Strategist
Insights, strategy, and creative direction
In this project, I conducted an in-depth analysis of the film trailer and explored Barbie’s historical and cultural background. Working on a globally iconic figure – with deeply established and widely recognizable cultural codes – required careful research to understand how to reinterpret and update these references while staying true to the brand.
My work included identifying current trends, performing benchmarking, and developing initial strategic insights. I structured campaign proposals and worked closely as a creative duo with copywriter Caterina Canale, overseeing the creative and design processes to ensure a cohesive and relevant execution.
First proposal:
Barbie Life Coach
Barbie is often unfairly perceived as a frivolous character, yet her distinct lightness enables her to navigate challenging situations effectively. Let's learn from her: “Barbie Life Coah” is here for you.
Landing Page
A dedicated landing page offered users randomly generated, ironic Barbie-style advice. The goal was to drive virality through social media sharing and by allowing users to download the advice as sticker packs for WhatsApp.
Unboxing and challenge
Influencers were engaged through an unboxing event, where they received a limited edition "Barbie Bible" containing special tips.
Some influencers were challenged to follow Barbie's advice for a week. They interacted with an AI-linked landing page to chat directly with Barbie and seek advice on handling everyday problems.
Second proposal:
Digital takeover
The second proposal drew inspiration from one of the film’s core themes: the blurring of boundaries between Barbie’s fantastical world and the Real World. We reimagined this transition in a digital context, as if Barbie were breaking into reality and turning every space – both physical and virtual– into a burst of pink.
The plan involved saturating all digital platforms, advertising spaces, and physical locations with pink, creating a viral trend with the hashtag #findbarbie.
