ALEXANDRA HOUCK

“We’re going worldwide! All the girls, taking over, yeah, we’re taking over!”

This incredible music video was the culmination of months of creative development, music development, sourcing the best director in the industry for the project, and teaming up with 16 influencers and purpose-driven girls to create a one-of-a-kind music video masterpiece for the Barbie brand!

“We’re Taking Over” was no small feat, literally and figuratively. Aya Tanimura (Katy Perry’s go-to director and the world’s first Boy Scout, natch) served as director and ultimate creator. Alexandra served as creative producer and brand liaison. Alexandra also hired and worked with the incredible team behind the custom piece of music for the video, creating a unique, global sound with big drums and lots of energy!

The cast includes a group of talented dancers, 16 influencers, and 16 purpose-driven girls, all working together (and dancing together!) to inspire Barbie’s young viewers to follow their dreams and take over!

Furthermore, the video’s launch was a global success - the video was translated into 9 languages for Barbie’s key global markets, and was even simultaneously launched globally in a first-ever feat for Mattel!

Polly discovers a tiny, magical map in her DIY paper mâché supplies! This can only mean one thing - time to go tiny and travel on BIG adventures!

This piece is currently featured in movie theaters nationwide!

Toy Story Land recently opened in Disney World and to celebrate, Disney invited 50 people named Andy for an exclusive night in Andy’s backyard!

Alex + team flew to Disney World to capture the action—with director Andy Hines—and produced a gorgeous, colorful, and exciting advertising campaign for Toy Story Land!

Click around and see how the night unfolded for these very lucky Andys!

Work: Producer. Post-production producer.

Barbie teamed up with Kidz Bop in a unique, first-time ever collaboration of its kind! Barbie dances, sings, and acts alongside the Kidz Bop kids in this adorable holiday music video series.

Alexandra served as creative producer for the series and of course, brand liaison. The videos were shot at the YouTube spaces in New York and Los Angeles, involving both green screens and practical sets. Her favorite part of the process? Selecting Barbie’s outfits to match the KB Kidz. A childhood dream come true!

It’s the colorful and super fun lyric video counterpart to the hit music video - “We’re Taking Over!”

Playing off of the retro neon lights (an Alexandra signature look) and incorporating Barbie brand fonts, Alexandra and her design team created this gorgeous lyric video for fans. The inspirational verses are highlighted (literally) with bright treatments and eye-catching movements. It’s a modern-day sing-a-long in the chicest, and cutest, way yet!

Polly Pocket’s “Tiny Mighty Club” was the brand’s first foray into a live-action, hosted YouTube series! The 16 episode series, posted weekly over a four month span, was hosted by our “real girl” cast of Hannah, Camille and Kylee - relatable girls with spunky personalities and a penchant for Polly Pocket! Hence, the Tiny Mighty Club!

The set was designed to look like Hannah’s bedroom and her incredible purple, Polly Pocket-themed playroom - a room filled with inspiration for fun activities, challenges and more! The girls vlogged their weekly hangouts: slime DIYs, cooking tutorials, homework inspo, at-home spa day ideas, and more! Each activity loosely revolved around a Polly Pocket toy or theme (think: cupcake compact for birthday party inspiration) never being too close to an ad or too preach-y. The girls were authentic and natural, never overly scripted, allowing for an authentic and adorable show for the Polly Pocket viewers!

You’re asking, and she’s answering!

Mattel teamed up with DreamworksTV to create Barbie’s most successful doll-play format yet - Ask Barbie! Ask Barbie is a weekly, interactive doll-play YouTube show starring Barbie, her friends and family, the latest brand products, and most importantly, the viewers! Each week’s episode is based entirely around viewer questions submitted to Barbie from previous episodes. The series is a revolutionary step in the Barbie channel’s evolution and success, formally allowing fans to actually talk to Barbie in hopes his or her questions might be answered on Barbie’s channel.

Furthermore, the efficiency with production and scale allows for fresh, weekly episodes with timely answers and relevant themes to culture and YouTube tentpoles. The series focuses on comedy, develops new characters within the Barbie range of products, and showcases kids’ play patterns within overarching storylines, allowing the series to feel authentic yet aspirational!

Do you UNO or do you DOS? A complete social media campaign for Mattel aimed at highlighting the brand’s newest card game, DOS, a supplement to the classic UNO. The goal? Showcase DOS while also featuring UNO, ultimately resolving that each game is fun and awesome in its own way and neither is better than the other!

WORK: Producer (live shoot through post production). Co-director. Concept design and development (theme creation + hero/supplemental pieces breakdown, ideation and scripting). Casting. Location supervisor. Music supervision. GFX direction.

The Hero piece features two teams of dancers repping each card game: old school hip-hop for the classic UNO and a modern vogueing team for DOS. The two teams go toe-to-toe, literally, in an epic dance battle to see which game reigns supreme.

The supplemental solo pieces (just a sampling here) feature dancers interpreting card moves through dance. Each piece is as unique as the card move!

In an effort to create a singular voice on the Barbie YouTube channel, Alexandra spearheaded this series of custom end screens meant to encourage viewer interaction and engagement. From writing the scripts to selecting Barbie’s location and outfits and managing the animation process, these 15 second videos serve a different purpose for each format vertical on the Barbie channel: music content, doll play content, and Barbie’s vlog content.

Writing the voice of Barbie is an actual dream come true for Alexandra. Barbie’s purpose is to inspire the limitless potential in every girl, and she couldn’t be more thrilled or honored to have the opportunity to craft words for Barbie!

Title sequence for Barbie Dreamhouse Adventures episodic television show, available on NETFLIX.

WORK: Producer. Creative direction. GFX direction.

:30 TV spots airing on Disney Channel networks (Disney Channel/Disney Jr) for the “25 Days of Christmas” on DisneyNOW campaign.

WORK: Producer. Creative direction. Scripting. GFX direction.

UNO social media campaign. The goal? Create a fun and funny social media campaign (20 pieces of content) for Mattel’s Instagram account highlighting UNO. Taking the classic gameplay scenarios and putting them in a modern context with humor helped these spots get noticed online! UNO makeup tutorial? Yes please!

WORK: Producer (live shoot through post production). Co-director. Concept design and development (theme creation + asset breakdown, ideation and scripting). Casting. Music supervision.

Ooh la la! This piece is exceptionally fancy—and fun! This video is currently at Disneyland and Disney World as the queue line video (the video kids and families watch while waiting in line) for the Disney Jr. Dance Party attraction!

Alexandra wrote the entire script from the voice and perspective of Disney’s hit property, Fancy Nancy! Fancy Nancy takes the viewer in and out of some of the hottest videos on Disney Jr., all while asking the audience questions and interacting with them!

Custom voice recording and animation were completed in order to match Alexandra’s original script.

Work: Script. Creative Producer. VO management.

Mattel’s Polly Pocket 2018 Holiday Social Media Campaign. The goal: utilize product within to-scale environments to showcase toy size and capabilities for the holidays. Only this time, it was a Polly-themed holiday! Polly next to sugar cookies, making glitter angels with her friends, and sledding down confetti snow? Perfection! Ideas, concept and set design all original by Alexandra.

WORK: Director. Producer (live shoot through post production). Concept design and development (theme creation + asset ideation). Set design (from purchase to actual set construction). Scripting for each asset. Music supervision. GFX direction and design.

Join four besties as they go on adventures inspired by the Enchantimals! Goal: to create a beautiful, immersive, cross-over experience for Enchantimals fans incorporating crafts and games inspired by the hit feature/series! Ideas, concept and design all original by Alexandra. The 6 pieces of content were used online as supplemental features and marketing components for the Enchantimals brand.

WORK: Producer (live shoot through post production). Concept design and development (complete theme creation + asset ideation). Scripting. Project creation - design, developed and constructed crafting for pieces as all original ideas. Music supervision. GFX direction and design including heavy rotoscoping of animation.

:30 TV spots airing on Disney Channel networks (Disney Channel/Disney Jr) for the “31 Days of Halloween” on DisneyNOW campaign.

WORK: Producer. Creative direction. Scripting. GFX direction.

Adorable at-home crafts and DIY ideas for the ultimate Enchantimals fan! Set in a chic, yet relatable playroom, four besties set out to make art inspired by their favorite Enchantimals BFFs. The goal: create promotional content for the Enchantimals showcasing doable crafts. The caveat? No talking! To reach a worldwide audience, our actresses had to giggle, laugh, and have fun to communicate throughout these spots! With GFX work for unique surprises at the end of each piece, the videos popped - literally!

WORK: Producer (live shoot through post production). Concept design and development (complete theme creation + asset ideation). Scripting. Project creation - design, developed and constructed crafting for pieces as all original ideas. Music supervision. GFX direction and design including heavy rotoscoping of animation.

The official series trailer for Barbie “Dreamhouse Adventures” available on NETFLIX.

WORK: Producer. Script. Creative direction. GFX direction.

Social media campaign for Mattel featuring some of the brand’s most classic games in holiday settings!

WORK: Producer (live shoot through post production). Co-Director. Concept design and development (theme creation + asset ideation). Set design (from purchase to actual set construction). Scripting. Music supervision.

TV spot promoting Disney’s “25 Days of Christmas Holiday Party.”

WORK: Producer. Creative direction. GFX direction.

The official series trailer for Barbie “Dreamtopia” available on YouTube Kids! Rainbows, princesses and mermaids, oh my!

WORK: Producer. Script. Creative direction. GFX direction.

In addition to the official Barbie “Dreamhouse Adventures” series trailer and show open, Alexandra continued the marketing and promotional campaign for Mattel by producing a comprehensive series of 11 character bios. The bios were placed on Mattel’s online/digital platforms to introduce fans to the show’s new lineup of friends and characters. The biggest revelation? The show was the first time in Barbie’s history her fans would be able to meet her parents!

WORK: Producer. Creative direction. GFX direction.

The Enchantimals is a growing brand at Mattel - first debuting a feature film, toys, then expanding into a major episodic production! This is the official series trailer, which launched prior to the release of the new episodes, which occurred after the brand was first launched on Nick Jr. Similar to Barbie’s many brands, Alexandra continued Mattel’s marketing efforts with the Enchantimals by creating the official series trailer.

WORK: Producer. Script. Creative direction. GFX direction.

Barbie made a splash on NETFLIX with Barbie “Dolphin Magic.” This series of DIY projects based off key themes from the feature were produced to celebrate and promote the film in the online/digital spheres.

WORK: Producer, post-production. Creative direction. GFX direction.

The Storybook campaign is an ongoing campaign of original stories written from key themes, ideas and characters from the Enchantimals feature and series. The storybooks function as supplemental content and marketing tools for the Enchantimals brand. Every storybook is completely original, written by Alexandra, and designed in conjunction with a motion GFX team. The pieces feature lots of 3D work and GFX special effects.

WORK: Producer. Concept design and development (complete theme creation + asset ideation). Scripting. Music supervision. GFX direction and design including heavy rotoscoping and 3D elements.

A new Barbie television series means new characters, new friends and more fun! These bios are a series of character introductions as well as “Dreamtopia” land introductions, all aimed at letting viewers meet new friends and explore new worlds from the series! Utilized online, these bios functioned as a marketing and promotional tool for the “Dreamtopia” series. The pieces involved heavy rotoscope and GFX work.

WORK: Producer. Creative direction. GFX direction and rotoscope direction.

The launch of Barbie “Dreamhouse Adventures” on NETFLIX was a large initiative. A series of 15 social media posts were created to generate buzz and get fans excited for the release, including countdown posts, character bios and character quotes.

WORK: Producer. Creative direction.

Lyric video for Mattel’s massive hit brand, “Monster High.” Used as a supplemental piece of content for the “Adventures of the Ghoul Squad” and marketing efforts.

WORK: Producer. Creative direction. GFX direction.