Client: CarBravo
Agency: MRM
My Role: Art Director / Lead Photographer
Agency: MRM
My Role: Art Director / Lead Photographer
Awards: Cannes 2024 – Bronze Lion Winner,
D&AD 2024 – Wood Pencil Winner
D&AD 2024 – Wood Pencil Winner
New York Festivals Advertising Awards 2024 – Silver Winner
The summer of 2023 was BARBIE SUMMER. With the popularity, used Barbie Dream Cars (toy cars) were selling on resale sites for inflated prices (10+ times normal value). America’s newest used car brand, CarBravo, insists on fair and honest prices for all used cars— even toy ones. We bought as many overpriced used Barbie Dream Cars as we could and listed them on CarBravo's site.
The results? Sold-out Barbie inventory, 12X more views for real-sized cars on CarBravo.com, $2.3M in real-car sales, and our best sales month ever.
I led the design team as Designer Barbie™. We transformed a small matte room into our own Barbie photography studio - photographing over 125+ toy cars was only part of the challenge. Our small team did a lot; cleaning and detailing cars, organizing and labeling cars as they arrived, searching ebay for coveted Barbie cars to resell, checking for Mattel logos to determine authenticity, and obsessively updating an excel sheet so we knew where each Barbie car was in our selling process.
