Client
HMD Global
Role
Executive Creative Director
in house
Year
2024
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, stylized 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 Campaign Strategy
- Shooting for marketing and PR assets
- Bespoke UX and UI
- Packaging
- Global Toolkit
- Global Retail Toolkit
- PR Activations assets
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
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