Boss Beauties x Barbie
Art direction & creative strategy.
NFT Unboxing Experience
ENSURING WOMEN ACROSS THE GLOBE RECIEVE DIGITAL EQUITY
IN THE FUTURE OF TECH INNOVATION & WEB 3
This collaboration authentically brings to life the purpose and core values of both Barbie and Boss Beauties and makes our female audience feel specifically targeted in a digital world that overlooks their value and voice. Through this NFT collection, we hope to help inspire the limitless potential in every girl. From ballerina to president, astronaut to zoologist, Barbie reminds girls they can be anything. As Barbie’s biggest NFT drop to date, this collection seeks to not only celebrate Barbie’s 250 careers, but also all the women that see themselves empowered by the Barbie brand and aesthetic. As art director on this product, it was profoundly important to me to bring the fun and purpose of Barbie into web3 space to ensure that women do not get left behind in conversations about their digital future.
Unbox the Limitless Potential in Every Girl with Barbie’s 250+ Careers!
R&D: AUTHENTICITY, RELATABILITY, & WHIMSY
The Barbie x Boss Beauties NFT is filled with the colorful whimsy of Barbiecore, the authenticity of Barbie’s timeless heart in all that she does, and the grounded relatability of Boss Beauties. Supporting from the Barbie side, it is my job to balance both brands while ensuring that the collection references authentic career outfits Barbie has worn throughout the years, as well as only sporting jewelry Barbie has worn before. This collection is a treat for Barbie historians and a welcoming calling card for web3 women looking to find their place in web3 with a familiar face.
The hope is that girls will see something they love, love seeing themselves, and find something new to love in web3.
Doctor Barbie
Barbie’s Pearl Earrings
Boss Beauties NFT
Final Barbie x Boss Beauties NFT
Art Direction: Balancing Brands
A large undertaking of this project was finding ways to balance both Barbie and Boss Beauties’ signature looks and values in their visual representation. Both brands stand on the platform of “girls can be anything and everything they want” and seek to show representation for all women in all fields.
Key to the art direction of this product is understanding how each brand’s different approach to the topic can enhance the other: Boss Beauties brings an edge and attitude that Barbie does not carry. Barbie brings a sense of fantasy, play, and inner-child healing.
Together, they can resonate even more deeply to both fan groups — creating a visual that represents the feeling of imagining your bright and shiny future career.
It’s bright, it’s shiny, it’s fun, it’s creative, it’s everything you love
…and most importantly its YOU!
Concept Exploration: Boss Beauties girls, with Boss Beauties expressions, in Barbiecore outfits.
Concept Exploration: Barbie in Barbiecore outfits, Boss Beauties pose, in Barbie Packaging.
Product Photo
Box Concept Art
Early Storyboarding of Unboxing Experience
