About
Works
Founder and CEO
Founder and Chief Creative Officer
Branding
Creative
Campaign
Strategy
Design
Event
Live Action
Experience
UK+
Client
HMD Global
Role
Global Executive Creative Director
in house
Year
2024/2025
The Revival of Feature Phones
We all remember the flip phone days, don’t we? The satisfying snap of closing your phone after a call, the compact design that slid effortlessly into your pocket—those were the days! Well, guess what? Those days are back but with a fresh new twist! The HMD Barbie Flip Phone brings back that same satisfaction with a modern spin. It’s designed for those who crave simplicity but still want to be stylish and unique.
We crafted a bold, immersive vision to bring this campaign to life—where the Barbie Flip Phone seamlessly blends retro charm with a surreal, stylised 3D universe.
I led this campaign alongside an incredible team, working closely with Mattel weekly to bring this vision to life. We have been on a fantastic journey, fully immersing ourselves in the Barbie universe and blending its timeless charm with a Gen Z tone that makes it feel fresh, relevant, and of the moment.
This playful fusion of past and future reimagines Barbie's world, capturing her signature aesthetic while spotlighting the phone's unique features in a nostalgic and cutting-edge way.
We bridged fantasy with reality by featuring a model, reinforcing that the Barbie Flip Phone isn't just a stylish throwback; it's a fully functional, must-have accessory.
In this dynamic 3D world, every scenario is designed to highlight the phone's key selling points while hiding fun Barbie Easter eggs for fans to uncover. Thus, the experience is as engaging as it is iconic.
This isn't just a campaign—it celebrates creativity, nostalgia, and the intersection of fashion and technology. It's a fresh, fun, and unforgettable invitation to enter Barbie's world like never before.
- Global Creative Direction
- Shooting for marketing and PR assets
- Bespoke UX and UI
- Packaging
- Global Toolkit
- Global Retail Toolkit
- PR Activations assets
At HMD, I/we followed a traditional creative process.
We created the brief, came up with the idea, found and briefed the right talent,
built the set, handled the lighting, and ran the shoots, then integrated the resulting scene
into a 3D format with the help of our 3D artists.
Our numbers at a glance
+4.000
Pieces in coverage within one week
5B
Media reach with 97% positive-neutral sentiment & 8% HMD SOV
5.4M
Social posts from top-tier media, ITVNews, Hypebae, BBC News, social coverage
SOCIAL: 5.4M content on HMD impressions on own channels
INFLUENCERS: 38.8M reach with 358K likes on Pubity – Barbie phone post
BTS
Worked closely with the Mattel team to lead the production, following HMD’s creative direction approach. We cast real talent in line with Mattel’s brand guidelines and shot in a studio with a specifically designed lighting setup, allowing the footage to seamlessly integrate into the 3D virtual world created by HMD’s in-house 3D artists.
Copyright © Lucia Domenici 2026