Smash+Tess x Barbie
campaign strategy
and creative direction
Smash + Tess partnered with Barbie® and Mattel for an iconic collab designed to empower women of all ages to live big lives with ease and confidence.
For International Women’s Day 2022, Smash + Tess partnered with Barbie® to celebrate role models who are shaping the future, and the women who inspire them every day. This campaign brought together two brands on parallel missions: to show women and girls that they can live big, bold lives, and feel good doing it.
About The Project
Celebrating role models. Inspiring the next generation.
This campaign wasn’t just about a Smash + Tess Romper in Barbie® pink — it was about celebrating the women who wear it, and the girls they inspire. From concept to copy to campaign rollout, we built a story rooted in empowerment. We leaned into the boldness of the Barbie® brand while grounding the creative in realness: showing women in motion, doing what they love, and leading with ease and confidence.
Our campaign north star? Dream big. Live even bigger. It shaped every decision, from the capsule’s inclusive design to our storytelling choices.
And yes, it was just as fun as it looks.
How It Happened
As Senior Manager of Brand Marketing, I led this campaign from the inside out, building the creative strategy, leading a powerhouse team, and bringing Barbie® into the Smash + Tess world in a way that felt bold, fresh, and empowering.
Developed the full campaign concept and key messaging
Managed approvals and partnership logistics with Mattel
Provided creative direction for photo and video production
Oversaw the internal team (copy, email, social media, web)
Led content creation across web, email, social, and PR
Executed a homepage takeover in signature Barbie® pink
Collaborated on Mattel’s You Can Be Anything series feature
Impact and Reach
Proof that when you lead with story, people show up.
This campaign didn’t just sell out the entire collection — it was a standout moment for the brand. Barbie® Style, with 2.8 million followers, featured the collection on actual dolls (check out the Instagram, it’s fantastic), driving major referral traffic for the brand. Smash + Tess also partnered with Mattel’s You Can Be Anything series on YouTube and donated $10,000 to Girl Up, a leadership development initiative supporting the next generation of change-makers.
It was a campaign that felt good, looked good, and did good, and I’m still proud of what we pulled off as a team.