Welcome to a Writer’s Life in the Dreamhouse
Three Weeks Notice: Assemble the Dream Team
What happens when the real Mattel CEO gives his dream team three weeks to create one-of-a-kind dolls and custom packaging to gift to the movie CEO, film director, star, and cast?
You reenact the zany cubicle chase scenes from The Barbie Movie searching for creative assets, graphic elements, and talent inspiration.
The Creative Brief:
Make it funny. Make it personal. Make it happen.
Capture the essence of each actor with personal on-set factoids sprinkled in for each doll package.
No notes. No seriously, no notes.
No pressure.
You do however receive read-in access to the holy grail….the top-secret, script a full year before the film’s release.
The Results? One-of-a-kind storytelling that surprised and delighted very special Barbie friends and earned praise from Mattel’s CEO and the Chief Creative Officer.
And Scene…
Barbie Entertainment Brand Strategy
Drive consumer awareness and purchases with premium products celebrating the
first ever live-action, Barbie entertainment theatrical release.
ROLE: Partnered cross-functionally with Warner Bros. Entertainment and Mattel teams to translate marketing strategy into cohesive consumer-facing storytelling across multiple Mattel brands, including Barbie, Fisher-Price, Hot Wheels, MEGA, UNO, and American Girl.
CHALLENGE:Creative development ran concurrently with filming, with little to no access to entertainment IP.
SOLUTION: Developed adaptable storytelling frameworks using thematic script cues, early character bios, and culturally resonant dialogue to guide packaging narrative, product positioning, and brand storytelling across Mattel IP channels.
STRATEGIC IMPACT:Translated cinematic storytelling into a multi-category consumer brand experience supporting one of the most culturally resonant entertainment launches in Barbie™ brand history.
Results Highlights
$125MM in movie-related product sales
14% surge in overall Barbie doll sales
Barbiecore global brand experience
Product Mix: Mass retail, DTC, collectibles to licensor exclusives, and celebrity one-of-a-kind dolls
MEGA Blocks
Fisher-Price Little People
ComicCon Exclusives
Barbie Mattel Creations
Copywriting and brand creative strategy ranging from toy packaging, consumer and licensed products, product name development, publishing, and omni-channel execution.
As key lead copywriter, I had the unique role of establishing brand tone, gatekeeping the brand IP and history, and ensuring continuity across Mattel brands and licensor products.
Tributes to iconic music & entertainment icons.
Influenced by style,
and styled by influencers.
Ghostwriting/Kensultant When the write words matter.
“There were tons of dolls in the toy aisle. Any one of them would be happy to meet a guy like me.” - Ken
Deliver buzz-worthy copy.
Licensor partnerships require a delicate balance when showcasing two brand messages. For the WB Wonder Woman consumer products, the packaging copy shifted slightly from the entertainment synopsis to align with Barbie branding and the girl-empowerment messaging. The subtle shift sparked a discussion on ComicBook.com
GDUSA Award-Winning Projects
Words with Impact
Writing for a legacy brand requires a deep understanding of its global, generational, and cultural impact.
Global Brand Storytelling
Multi-Generational Brand Messaging
Copy with Purpose
Script Advisor
Brand Name Development
