We partnered with global K-pop girl group KATSEYE to celebrate Monster High’s legacy while introducing the brand to a new generation of fans. The campaign featured two key activations: a live-action reimagining of the iconic 2010 “Fright Song” and a companion 3D animated music video inspired by the original.
The result? Iclawnic.
Together, the videos shattered expectations—surpassing performance benchmarks by 3,500% and reigniting cultural relevance across platforms.

Barbie Vlogs are widely recognized as one of the top-performing content series on the YouTube channel for Barbie. The series reimagines Barbie as a modern-day character, connecting with audiences through relatable yet aspirational storytelling rooted in culturally relevant, platform-native moments. I served as Development Lead and Showrunner, guiding the creative vision from concept through execution.

I wrote, directed, and produced a technological first for Mattel: a 360° virtual Barbie DreamHouse tour. Leveraging immersive capabilities on YouTube, I crafted a fully explorable experience with layered visuals and storytelling at every angle—literally. The award-winning video served as the flagship launch asset for the 2023 DreamHouse, anchoring the product’s debut and driving audience engagement.

“We’re Taking Over” was a global, music-driven campaign for Barbie, created to inspire a new generation of girls to dream bigger and take center stage. I led creative production and brand, partnering with acclaimed director Aya Tanimura and a top-tier music team to craft a high-energy, globally resonant track and visual experience.

The video united dancers, 16 influencers, and purpose-driven girls from around the world—blending performance with message to create a standout cultural moment for the brand.

The result: a first-of-its-kind global launch for Mattel, translated into 9 languages and released simultaneously across key international markets. The video hit 100K views within its first 24 hours—meeting its day-one KPI and marking a major performance milestone for the brand.

https://www.youtube.com/@CatandFrenchFry

I wrote, creative directed, and produced this award-winning video series for Barbie in collaboration with 5-Minute Crafts. Building on the recognizable format, I infused a distinctly Barbie aesthetic—gemstones, glitter, and rainbows—transforming the content into a vibrant, brand-forward experience that drove strong performance for the company.

Produced during the pandemic, the series also stands as a testament to global collaboration and creative resilience, executed seamlessly with a team working across multiple time zones.

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.

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!

Enchantimals: Sunny Savana was a first-of-its-kind execution for Mattel, leveraging a VR and Unreal Engine–driven animation pipeline to accelerate production while achieving a higher level of visual quality. I led creative development and served as Showrunner on this award-winning series—marking Mattel’s first foray into this style of 3D animation.

Born from my passion for music videos—and my experience as a music video commissioner at Warner Bros. Records—I brought a creator-driven approach to Mattel, where I developed and led a slate of award-winning, top-performing music videos for Barbie.

From music development and creative direction to set design, choreography, and writing each video treatment, I owned the process end-to-end. I also pioneered a new format at the company—the narrative music video—blending storytelling with performance in a way that felt native to YouTube. This approach quickly scaled across the portfolio, becoming a repeatable, cross-brand strategy and a core annual content pillar.

I developed and served as Showrunner on a slate of 42 original Monster High shorts—delivered from concept to final within just three months. Created in response to a last-minute need to populate the brand’s YouTube channel with fresh, short-form content on a minimal budget, the series leveraged platform-native storytelling and Gen Alpha–driven behaviors. The result was a top-performing content slate that efficiently filled key programming gaps while driving strong audience engagement.

As a millennial, video games were a foundational part of my childhood—and I saw an opportunity to reimagine that experience for today’s audience. Through my research, I identified the rise of the “girly gamer,” tapping into a broader, more accessible gaming ecosystem for girls.

I brought forward what I loved most—interactivity, pixelated hyper-real fun—and fused it with product integration, character-led storytelling, and a bold, neon-driven aesthetic to create an award-winning series that resonated with a new generation.

Using my proprietary narrative music video format, I translated the approach into the Barbie Extra universe—elevating the content with a more sophisticated, music, fashion, and choreography-first lens tailored to an older demographic. The result was a series of top-performing videos on the YouTube channel for Barbie.