Hershey's launched their first new candy bar in more than 22 years – Hershey's Gold. To promote the big "gold" idea, we played with tons of textures and gold hues with dripping, trippy, shiny, decadently delicious gold. We created a new brand identity, complete with photography, TV and social look and feel. The campaign reflects the creamy, buttery, and gold flavors of the new bar while still remaining true to Hershey's rich history. 

Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.

We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine. 

The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want. 

Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital. 

Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.

We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine. 

The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want. 

Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital. 

Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.

We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine. 

The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want. 

Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital. 

Girls. Girls. Girls! What brand could stereotypically define Girlhood more than the icon Barbie? In a world full of gender expectations, Barbie showed young women they could be anything and do anything. So, when Vans partnered with Mattel’s Barbie to celebrate the new Greta Gerwig film, we centered the collab campaign around the idea of Girlhood.

We worked with a range of models to represent different styles and identities to showcase that Girlhood wasn’t just pink tutus. Girlhood means exploring your interests, styles that excite you, friendships that support you, and creativity that boosts your shine. 

The look and feel took on a surrealistic tone inspired by the film. Photographer Anna Koblish stylized scenes to mirror the “Real World” VS. “Barbie World” undertones at the fashion photographer Jamie Nelson’s house. The look challenges the stereotypes of Girlhood and encourages girls to be whatever the heck they want. 

Alongside the launch of the film, the campaign lived across brand collab PR assets, social, influencer stories, in-store experiences, and digital. 

Role – Designer, AD

Client – Hershey's
Creative Director – Mona Hasen
ACD – Shannon Gibney, Josh Shelton
DD – Adam Skalecki
Production Designer – Dylan Schnurman
Producer – Jill Groves
Photography – Sam Kaplan

Role – ACD 

Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez

Production Partner – Florence ~ Kristen Beecy,
Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland

Role – ACD 

Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez

Production Partner – Florence ~ Kristen Beecy, Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland  

Role – ACD 

Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez

Production Partner – Florence ~ Kristen Beecy, Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland 

Role – ACD 

Client – VANS, Mattel
Creative Director – Bruno Luglio
AD – Holiday Black
CW – Kristin Wellmer
Producers – Max Rubins, Eddie Granado
Brand Marketing – Marissa Smith, Taylor Olson
PM – Jeffery Cabebe
Interactive Designer – Giselle Marquez

Production Partner – Florence ~ Kristen Beecy, Nicole Barnette
Photographer – Anna Koblish
Manager – Ben Johnson
Photo Assit – Byron Nickleberry, Andrew Hazeltine, Machael Harrison
Video – Parker Hao, Izzy Camina  
Digi – Blake Mohr
Stylists – Savannah Avant, Hannah Stone
Hair – Alyx Liu
Makeup – Alexandra French, Kayli Rachelle
Photo Editor – Anna Koblish, Will Copeland