01 · Tool launchApr 3, 2023
Make the invitation obvious
Say what to do in one line, then trust people to do it. The generator went live months before the film opened.
15M+
User-created images
Across the global
selfie‑generator program
selfie‑generator program
Barbie
A viral campaign that people
could put themselves inside
Client
Warner Bros. Pictures
Role
UGC and partnership creative
Year
2023
Program
Global selfie generator
Campaign result. My contribution: prompts and partnership creative.
Sc. 06A · The briefA campaign people could put themselves inside
+
Your photo here
“
The poster frame was unmistakably Barbie. The person in it made each image their own.
I wrote prompts, voice guidance, and partner copy that helped people take part. The campaign needed to be recognizable while leaving room for a person or brand to bring its own joke.
The hard part of a participation campaign is deciding how much to leave unsaid. A good prompt gave someone a starting point and stopped there, so the finish was theirs.
02 · Partner wave
Let partners play without losing the voice
Voice guidance gave every brand the frame, a few rules, and room to sound like itself.
03 · Cultural peak13M+ uses · late July
Stay visible without repeating one joke
The poster frame made the invitation recognizable. The surrounding copy explained how to take part and kept the tone playful.
Sc. 06B · The workPrompts · Voice guidance · Partner creative · User flow
Writing
in pink
I wrote the prompts that started a selfie, voice guidance for partner brands, and the copy around uploading and sharing. Each part helped people use the generator while leaving the finished image up to them.
01 · Prompts
Knowing when
to leave room
The selfie generator shows the invitation working. The recognizable frame tied every result to Barbie, and the person using it supplied the point of view. The language around it only had to make taking part feel easy and welcome.
The rule for every prompt: say what to do in one line, then trust people to do it.
02 · Voice guidance and partners
Guidance that partners
could use
Partner brands brought different audiences and reasons to join. The voice guidance gave them a recognizable starting point and enough room to sound like themselves.
Repeating one joke everywhere would have made the invitation smaller.
+19%more saves on partner posts built on modular prompts
03 · User flow
The share path
The steps from uploading a photo to seeing and sharing the result needed to be clear. I wrote the small instructions that helped people move through them.
+120%
share rate against comparable 2023 blockbuster campaigns
36%
selfie-generator completion rate
Inside Barbieland
The world every prompt pointed back to
Sc. 06C · What fans madeCampaign results
Share rate
+120%
Against comparable blockbuster campaigns
Partner post saves
+19%
Partner posts built on modular prompts
Completion rate
36%
Selfie-generator completion rate
Production credits
EngagementUGC and partnership creative
DisciplinesSelfie generator · Partner copy · Voice guidance
CollaboratorsCampaign and partner teams
Year2023
Next · Sc. 07 · Brand and cause · 2022 to 2024
DC Comics: Pride
DC Comics
15M+
User-created images
Across the global
selfie‑generator program
selfie‑generator program
← All work06 · Film · 2023
Barbie
A viral campaign that people could put themselves inside
Client
Warner Bros. Pictures
Role
UGC and partnership creative
Year
2023
Program
Global selfie generator
Campaign result. My contribution: prompts and partnership creative.
Sc. 06A · The briefA campaign people could put themselves inside
+
Your photo here
“
The poster frame was unmistakably Barbie. The person in it made each image their own.
I wrote prompts, voice guidance, and partner copy that helped people take part. The campaign needed to be recognizable while leaving room for a person or brand to bring its own joke.
The hard part of a participation campaign is deciding how much to leave unsaid. A good prompt gave someone a starting point and stopped there, so the finish was theirs.
01 · Tool launchApr 3, 2023
Make the invitation obvious
Say what to do in one line, then trust people to do it. The generator went live months before the film opened.
02 · Partner wave
Let partners play without losing the voice
Voice guidance gave every brand the frame, a few rules, and room to sound like itself.
03 · Cultural peak13M+ uses · late July
Stay visible without repeating one joke
The poster frame made the invitation recognizable. The surrounding copy explained how to take part and kept the tone playful.
Sc. 06B · The workPrompts · Voice guidance · Partner creative · User flow
Writing
in pink
I wrote the prompts that started a selfie, voice guidance for partner brands, and the copy around uploading and sharing. Each part helped people use the generator while leaving the finished image up to them.
01 · Prompts
Knowing when to leave room
The selfie generator shows the invitation working. The recognizable frame tied every result to Barbie, and the person using it supplied the point of view. The language around it only had to make taking part feel easy and welcome.
The rule for every prompt: say what to do in one line, then trust people to do it.
02 · Voice guidance and partners
Guidance that partners could use
Partner brands brought different audiences and reasons to join. The voice guidance gave them a recognizable starting point and enough room to sound like themselves.
Repeating one joke everywhere would have made the invitation smaller.
+19%more saves on partner posts built on modular prompts
03 · User flow
The share path
The steps from uploading a photo to seeing and sharing the result needed to be clear. I wrote the small instructions that helped people move through them.
+120%
share rate against comparable 2023 blockbuster campaigns
36%
selfie-generator completion rate
Inside Barbieland
The world every prompt pointed back toSc. 06C · What fans madeCampaign results
Share rate
+120%
Against comparable blockbuster campaigns
Partner post saves
+19%
Partner posts built on modular prompts
Completion rate
36%
Selfie-generator completion rate
Production credits
EngagementUGC and partnership creative
DisciplinesSelfie generator · Partner copy · Voice guidance
CollaboratorsCampaign and partner teams
Year2023
Next · Sc. 07 · Brand and cause · 2022 to 2024
DC Comics: Pride
DC Comics