The Barbie phenomenon is taking over the world. Not only has the brand collaborated on a large scale with other brands such as Airbnb, Burger King, and Nyx, the phenomenon is also leaking into social media with other brands and users capitalising on the pink trend.
One such video that’s making its rounds on social media is a video of a giant-sized Barbie stepping out of her Box in front of Burj Khalifa.
Conceptualised and created by UAE and KSA boutique agency Eye Studio, the video was first posted on the agency’s Instagram account and has garnered more than 3.7 million views and 188K likes to date.
The video has since then been reposted by other accounts and shared across all social media platforms, displaying its immense virality.
Campaign Middle East reached out to Juhi Rupani, Creative Director at Eye Studio by Simi Kommunications Advertisement to find out more about the story behind the video.
Was this an official collaboration with Barbie?
This wasn’t an official collaboration with Barbie, The objective of the video was to pay homage to Barbie’s enduring impact on popular culture while reigniting the world’s love and fascination for this iconic figure with the recent movie.
What inspired the idea?
The inspiration behind the idea came from Barbie’s rich history and cultural significance since her creation in 1959.
We wanted to capture the essence of Barbie as a symbol of empowerment and inclusivity, emphasizing her timeless legacy that continues to resonate with people of all ages.
How long did it take to create and pull it off? What was the process?
The entire process of creating the video took approximately 14 days from start to finish.
The first thing that crossed our mind while making it was we kind of wanted to pay homage to the beginning and stay close to how the very first Barbie doll ever created looked back in 1959 and when it came to location after going back and forth we decided nothing beats the Iconic Burj Khalifa.
We started from scratch, meticulously planning the animation, design, and storyboarding to ensure we stayed true to the essence of Barbie and the spirit of the Burj Khalifa.
The goal was to seamlessly blend nostalgia with modernity, striking a chord with audiences worldwide.
What advice would you give to brands about jumping onto this trend?
For brands considering embracing this trend, we offer the following advice: Firstly, deeply understand the essence of the brand or character you wish to portray through CGI.
Staying true to the core values and identity will resonate better with the audience. Secondly, focus on creating a captivating and emotionally engaging story.
The power of storytelling is paramount in creating a lasting impact.
Lastly, collaborate with passionate and skilled creative teams who can bring your vision to life with the utmost dedication and excellence.
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While Barbie fever has already hit Dubai, the movie is yet to hit the screens in the UAE. The movie releases next month in the country.
