Manhattan Toy Company hired myself and my collaborator Katelyn Mayne to creatively direct the social media relaunch of their beloved doll line: the Groovy Girls. Targeting Millennial and Gen Z moms, we developed a content strategy centered around nostalgia, imaginative play, and product storytelling. I established a scrapbook-inspired art direction that we executed through stop motion videos, engaging graphics, and world-building content.  

 

The first weeks of the campaign generated 92K+ views, 68K+ accounts reached, 4.7K engagements, and 850+ new followers.