This Barbie took over Times Square!

To celebrate the launch of the Gap x Barbie collection, we created an Augmented Reality experience in Times Square, turning the busiest place in the world into a Barbie wonderland.

AUGMENTED REALITY
GOOGLE GEOSPATIAL CREATOR
ADOBE AERO

GAP x BARBIE
IMMERSIVE STORE

• THE BRIEF

Gap and Mattel wanted to promote their hotly-anticipated Barbie product line with innovation and impact.

We collaborated with Google and Adobe to create an immersive augmented reality experience at Gap’s flagship store in Times Square using Google’s pioneering Geospatial technology powered by ARCore and Google Maps Platform.

• THE CLIENTS

Google
Adobe
Gap
Mattel

• MY ROLE

Creative Director

• EXPERIENCE VIDEOS
• MY ROLE

As the Creative Director, I was involved in every step of the project: from the first pitch to user testing. I was responsible for coming up with the creative concept for the experience, storyboarding the entire flow, and presenting it to clients. I defined the art direction, working closely with Gap and Mattel to ensure that the look & feel of the experience aligned with their vision.

Internally, I managed a team of 2D and 3D designers to create a cohesive collection of visual assets and animations that fit in the world of Gap & Barbie. I was also responsible for testing the experience in Times Square all throughout the production process. This meant going to Times Square 4-5 times a week for 2 months: more than any other self-respecting New Yorker would do in their lifetime.

project