MATTEL CREATIONS

GCDS x Polly Pocket

Mattel Creations is Mattel’s direct-to-consumer, design-driven platform that releases limited-edition, collector-focused and pop-culture-collaborative merchandise. For a high-fashion collaboration, Mattel Creations paired Polly Pocket with Italian luxury streetwear label GCDS. The collectable compact featured Milanese streetscapes and micro dolls in designer looks. To tie back to Polly Pocket and the GCDS brand (known for its disruptive, colorful advertising), our creative direction used a mixture of patterns and bright poppy colors. A homage to Italian culture, we played with checkered patterns and Italian inspired props (gelato and bicycles) and mixed in accessories and clothing from GCDS’s collection. The creative featured playful product/hand interactions and whimsical animations. I brainstormed the concept, art directed the photoshoot, oversaw retouching, and designed layouts and animations for web and social.

Licensor: GCDS