For Rainbow High Be Dazzling, I led the creative vision built around a clear, ownable theme – gems – rooted in the core product experience of customizing and bedazzling the dolls. The idea was to elevate that play pattern beyond craft into a full expression of style, showing how gems could transform not just the doll, but fashion, beauty, and self-expression. The theme carried seamlessly across the entire campaign, from product to content to retail. The editorial brought it to life in a way that felt fun, unexpected, and elevated, pushing the brand into a more fashion-forward, aspirational space while staying true to its core.
