To celebrate the release of the Greta Gerwig Barbie film, Vans partnered with Mattel to explore the evolving meaning of girlhood through fashion, identity, and play. I led the campaign from concept to launch, overseeing brand identity, creative direction, casting, styling, and execution across digital, social, influencer, PR, and retail. This was a full-scale creative effort, from strategy through production.
The visual direction focused on contrast between the real and the surreal, drawing from the film’s world to build an aesthetic that felt both nostalgic and modern. Photographed by Anna Koblish at Jamie Nelson’s home, the work blended saturated color, surreal set design, and layered styling to reflect a contemporary take on girlhood rooted in individuality and self-expression.
The campaign rolled out across PR assets, digital platforms, in-store displays, influencer storytelling, and launch activations throughout North America.
To celebrate the release of the Greta Gerwig Barbie film, Vans partnered with Mattel to explore the evolving meaning of girlhood through fashion, identity, and play. I led the campaign from concept to launch, overseeing brand identity, creative direction, casting, styling, and execution across digital, social, influencer, PR, and retail. This was a full-scale creative effort, from strategy through production.
The visual direction focused on contrast between the real and the surreal, drawing from the film’s world to build an aesthetic that felt both nostalgic and modern. Photographed by Anna Koblish at Jamie Nelson’s home, the work blended saturated color, surreal set design, and layered styling to reflect a contemporary take on girlhood rooted in individuality and self-expression.
The campaign rolled out across PR assets, digital platforms, in-store displays, influencer storytelling, and launch activations throughout North America.
To celebrate the release of the Greta Gerwig Barbie film, Vans partnered with Mattel to explore the evolving meaning of girlhood through fashion, identity, and play. I led the campaign from concept to launch, overseeing brand identity, creative direction, casting, styling, and execution across digital, social, influencer, PR, and retail. This was a full-scale creative effort, from strategy through production.
The visual direction focused on contrast between the real and the surreal, drawing from the film’s world to build an aesthetic that felt both nostalgic and modern. Photographed by Anna Koblish at Jamie Nelson’s home, the work blended saturated color, surreal set design, and layered styling to reflect a contemporary take on girlhood rooted in individuality and self-expression.
The campaign rolled out across PR assets, digital platforms, in-store displays, influencer storytelling, and launch activations throughout North America.
To celebrate the release of the Greta Gerwig Barbie film, Vans partnered with Mattel to explore the evolving meaning of girlhood through fashion, identity, and play. I led the campaign from concept to launch, overseeing brand identity, creative direction, casting, styling, and execution across digital, social, influencer, PR, and retail. This was a full-scale creative effort, from strategy through production.
The visual direction focused on contrast between the real and the surreal, drawing from the film’s world to build an aesthetic that felt both nostalgic and modern. Photographed by Anna Koblish at Jamie Nelson’s home, the work blended saturated color, surreal set design, and layered styling to reflect a contemporary take on girlhood rooted in individuality and self-expression.
The campaign rolled out across PR assets, digital platforms, in-store displays, influencer storytelling, and launch activations throughout North America.
To celebrate the release of the Greta Gerwig Barbie film, Vans partnered with Mattel to explore the evolving meaning of girlhood through fashion, identity, and play. I led the campaign from concept to launch, overseeing brand identity, creative direction, casting, styling, and execution across digital, social, influencer, PR, and retail. This was a full-scale creative effort, from strategy through production.
The visual direction focused on contrast between the real and the surreal, drawing from the film’s world to build an aesthetic that felt both nostalgic and modern. Photographed by Anna Koblish at Jamie Nelson’s home, the work blended saturated color, surreal set design, and layered styling to reflect a contemporary take on girlhood rooted in individuality and self-expression.
The campaign rolled out across PR assets, digital platforms, in-store displays, influencer storytelling, and launch activations throughout North America.
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
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
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