As part of the visual refresh proposal for Barbie (Mattel), I collaborated with the creative team to explore new visual directions aimed at modernizing the brand while staying true to its iconic essence.

We developed a concept rooted in inclusivity, empowerment, and contemporary aesthetics — aligning with Barbie’s evolving brand narrative. As part of the creative process, we used AI tools to generate and edit visual references, helping us quickly prototype new environments, color palettes, and stylistic approaches. These AI-generated images allowed us to explore bolder concepts, spark internal alignment, and refine ideas with agility.

The final proposal blended nostalgic elements with fresh, forward-looking visuals — positioning Barbie for deeper engagement with next-gen audiences.