Lead Art Director and Designer: Ingrid Pettersson
Lead Art Director and Sr Manager, Social: Zlatan Kusnoor
Lead Account and Project Manager: Jenny Content, Taylor Schatan

As Creative Director, I had the privilege of guiding and collaborating with extraordinary talent across Mattel and Warner Bros. on the global launch of Barbie: The Movie—a once-in-a-generation cultural moment that required clarity, alignment, and care across an unprecedented scale.

With Barbie’s 65-year legacy and near-universal brand recognition, the challenge was not visibility, but meaning. Our objective was to reconnect generations—inviting back those who felt they had outgrown Barbie while introducing new audiences to her world—through a cohesive narrative that honored the brand’s history while embracing contemporary culture.

Over eight months, I helped steward a multidisciplinary, global effort spanning product, retail, experiential, content, and partnerships. Teams worked across time zones and organizations to ensure creative consistency, premium execution, and a unified vision—whether building immersive fan experiences, activating retail environments worldwide, or translating the brand’s voice across digital platforms.

This work was as much about leadership and trust as it was about creative execution. Clear frameworks and shared values enabled teams to move quickly, stay aligned, and make thoughtful decisions amid complexity. The result was a cultural moment that felt both expansive and intentional—one that invited audiences to participate, express themselves, and see Barbie through a renewed lens.

Barbie: The Movie ultimately became the highest-grossing film in Warner Bros. history, surpassing $1.4B at the global box office and sparking a level of cultural engagement rarely seen at this scale. More importantly, it reaffirmed Barbie’s relevance across generations and demonstrated the power of long-term brand stewardship rooted in connection, clarity, and collaboration.