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High-impact, award-winning storytelling at the intersection of culture, global entertainment, and AI-driven creative innovation.

Franchise Architecture → Retail Impact

Barbie Dream Besties LAUNCH

Built and launched one of Barbie’s strongest digital franchise systems—turning original character IP into repeatable audience growth, platform dominance, and consumer product at retail.

BARBIE DREAM BESTIES

CORE IMPACT & STRATEGY

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Built and launched a flagship Barbie franchise across two narrative seasons and eight original music videos, establishing a scalable music + narrative format for modern franchise storytelling
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Drove +13% YoY growth with 73% fewer uploads, proving stronger franchise architecture could outperform higher-volume publishing and legacy content strategies
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Led breakout hit “I’ve Got the Look” to 10M+ views on a channel with 5,000+ videos, validating music-led storytelling as a category-defining growth engine
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Earned the Shorty Awards People’s Award for Barbie Dream Besties, recognizing the franchise’s standout audience impact and cultural resonance
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Expanded franchise reach beyond YouTube through TV + digital advertising campaigns, with the series and original music serving as the creative foundation for multi-platform global marketing
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Scaled the franchise internationally with content and music translated into 15 languages, extending audience reach and global franchise adoption
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Translated original character development into consumer product—resulting in Zia evolving from franchise concept into a Barbie doll at retail
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Built the framework that helped shift Barbie toward a content-first franchise model through atomization strategy, longform distribution, and SVOD expansion

VIEW MUSIC VIDEOS ORIGINAL IP TRANSLATED INTO PRODUCT

Details: Barbie Dream Besties launched in 2024 as a digital-first character-driven music franchise. The core creative strategy centered on transforming Barbie from a heritage toy icon into a modern digital protagonist through high-kinetic music video storytelling. By integrating character-specific narrative beats with radio-ready original tracks, the franchise achieved record-breaking engagement metrics. This ecosystem directly informed the retail strategy, where character IP was leveraged to launch a new line of Barbie dolls, completing the loop between digital storytelling and physical product innovation.

Reinventing a Legacy Franchise

Monster High Relaunch

Created the narrative music video format that became the franchise’s core growth engine—delivering Top 1% performance at scale, producing 6 of the Top 25 most-viewed videos of all time across a library of 6,500+ uploads, and establishing a four-time award-winning series that redefined how Monster High engaged the YouTube generation.

MONSTER HIGH

GLOBAL RE-ENGAGEMENT SYSTEM

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Created and launched an award-winning narrative music video format that became Monster High’s core engagement system and a new model for digital-first franchise storytelling
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Top 1% Performance at Scale: Created 6 of the Top 25 most-viewed videos of all time on the Monster High YouTube channel—spanning rankings #3, #4, #8, #13, #23, and #24 across a library of 6,500+ videos
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Drove breakout launch performance at 10x benchmark views within the first 24 hours, validating the format as a major franchise growth engine
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Established a four-time award-winning series, recognized by the Telly Awards, AVA Awards, and Romics Awards for standout music video storytelling and franchise innovation
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Award highlights include: — Telly Awards Silver — Jinafire Music Video (Films & Shorts) — Telly Awards Silver — Skelita Celebrates Día de Muertos (Social Video / DE&I) — AVA Awards Gold — Sparked To Life ft. Frankie Stein (Short Form Web Video / Music) — Romics Awards — Frankie “Sparked to Life” (Best Song)
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Established a high-frequency content ecosystem across music, narrative, and serialized engagement—built for retention, repeat viewing, and platform-native audience behavior
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Created a repeatable format that scaled beyond launch and became a baseline storytelling system across the dolls portfolio

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Details: The Monster High relaunch centered on a high-velocity music video strategy designed to re-establish the brand's iconic status for a new generation. By blending narrative-driven songwriting with high-end digital production, the campaign successfully transformed legacy IP into a contemporary digital-first franchise. The record-breaking performance of the music video series created a scalable blueprint for engagement, proving that character-led musical storytelling remains the most effective engine for global brand revival and audience retention.

Turning Music Into the #1 Growth Driver

BARBIE MUSIC VIDEOS

Created the narrative music video format that became the #1 growth driver on the Barbie YouTube channel—generating 100M+ views YTD, driving 27% of total channel viewership, delivering multiple Top 25 all-time videos, and establishing a two-time Gold Telly Award-winning series across a 20+ year franchise library.

BARBIE MUSIC VIDEOS

CORE IMPACT

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Created the narrative music video format that transformed music from a supporting content pillar into Barbie’s highest-performing digital growth engine
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Generated 100M+ views YTD, accounting for 27% of total channel viewership, establishing music as the channel’s #1 performance driver
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Delivered Top 1% performance at scale, producing multiple Top 25 most-viewed videos of all time across Barbie’s 20+ year YouTube library
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Established a two-time Gold Telly Award-winning series, recognizing excellence in music-driven storytelling and franchise innovation at global scale
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Built one of the most scalable and repeatable content systems in the Barbie digital ecosystem—designed for retention, replayability, and franchise expansion across characters and platforms
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Turned narrative music videos into a repeatable franchise framework that scaled across series, campaigns, shorts, and longform audience growth

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Details: I transformed music from a supporting content pillar into the primary growth engine for Barbie on YouTube. By creating the Narrative Music Video format—a hybrid of character-driven storytelling and original music performance—I established a new model for how Barbie could drive engagement with modern audiences. The format wasn’t just successful; it fundamentally changed what worked on the platform. Music videos became the #1 growth driver on the channel, generating 100M+ views YTD and accounting for 27% of total viewership. Multiple releases ranked among Barbie’s Top 25 all-time videos, proving the format could consistently deliver Top 1% performance at scale inside one of the world’s largest legacy kids franchises. The work also became a two-time Gold Telly Award-winning series, recognizing the format’s excellence in music storytelling and franchise innovation—proving it resonated not only with audiences, but across the industry. This wasn’t a one-off hit. It became franchise infrastructure. The system scaled across characters, campaigns, and platforms—designed for retention, replayability, and audience return behavior. Narrative music videos became a repeatable engine for discovery, engagement, and long-tail franchise growth. By turning music into a strategic growth system rather than a supporting format, I helped redefine Barbie’s digital content strategy around repeatable performance, platform-native storytelling, and sustained audience affinity.

Short-Form Infrastructure at Scale

VIRAL SHORTS

Built a shorts-first franchise system that turned long-form storytelling into repeatable platform dominance—creating the #1 most-viewed Short of all time on the Barbie YouTube channel with 82M views + 400K likes, while building original short-form series and high-performing growth engines across Barbie, Monster High, and Polly Pocket.

VIRAL SHORTS

CORE IMPACT

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Built a Shorts-first franchise system where every music video, narrative series, and episodic release was engineered for atomization—turning long-form storytelling into a repeatable short-form growth engine
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Created the #1 most-viewed Short of all time on the Barbie YouTube channel with 82M views + 400K likes from Summertime Fun
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Delivered sustained Top 1% performance at scale, building 7 of the Top 10 most-viewed Shorts in Barbie channel history—not one viral hit, but repeatable platform dominance
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Built and launched an original Monster High short-form series using an innovative production model—partnering directly with the animation studio to deliver 43 original YouTube-native Shorts in just 2 months
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The Monster High Shorts series delivered 200%+ benchmark performance, proving high-speed production and platform-native execution could outperform traditional publishing models
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Generated 22M+ organic views in just 2 months for Polly Pocket Shorts, establishing a scalable short-form growth model from launch
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Created 4 of the Top 10 highest-performing Polly Pocket Shorts of all time, validating a repeatable system across both original Shorts and atomized franchise content

Details: I don’t make Shorts. I build the system that makes Shorts inevitable.
Short-form dominance starts upstream. Every music video, narrative series, and episodic story I create is designed for atomization from day one—built to multiply into dozens of high-performing short-form moments across platforms.
That creates franchise infrastructure: long-form drives depth, Shorts drive discovery, and both work together to keep audiences inside the ecosystem longer. This isn’t reactive content. It’s a scalable growth engine.
At Barbie, that system produced the #1 most-viewed Short of all time on the channel with 82M views and 400K likes, while 7 of the Top 10 most-viewed Shorts in channel history came directly from my work. That level of performance doesn’t come from luck—it comes from designing content to perform across formats before production even begins.
At Monster High, I created an original short-form series built specifically for YouTube-native consumption—working directly with the animation studio to deliver 43 original Shorts in just two months through an innovative production model that dramatically accelerated output. The result was 200%+ benchmark performance, proving that speed, structure, and platform-native execution could outperform traditional short-form publishing.
At Polly Pocket, I built and launched a Shorts-driven original series that generated 22M+ organic views in two months, with 4 of the Top 10 highest-performing Shorts of all time coming directly from my work—proving this wasn’t a single viral moment, but a repeatable system built to scale.
This is not short-form strategy. It is franchise expansion through platform behavior.
The best Shorts aren’t created after the fact. They’re built into the DNA of the franchise from the start.

WHERE IP MEETS CULTURE

GLOBAL FRANCHISE EXPANSION

Built large-scale live-action, music, and creator-led campaigns that turned franchise storytelling into cultural moments—driving breakout global performance, theatrical releases, and audience expansion across Barbie, Monster High, and Disney.

WHERE IP MEETS CULTURE

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Built large-scale live-action + music + influencer campaigns that extended franchise IP beyond content into real-world cultural moments and multi-platform brand experiences
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Led campaigns across Barbie, Monster High, and Disney—connecting entertainment franchises to music talent, creators, theatrical releases, and experiential activations
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Delivered breakout campaign performance for Monster High x Katseye "Fright Song" including +3,500% vs benchmark, proving franchise storytelling could scale beyond owned channels into global brand moments
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Led Barbie’s first-of-its-kind “We’re Taking Over” global music campaign, which hit 100K views in just 24 hours—a record-setting launch for the channel
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Produced Disney’s Andy’s Night campaign for Toy Story Land, with the final campaign featured in movie theaters nationwide, extending the activation into a national theatrical brand moment
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Built repeatable creator + talent systems that transformed influencer partnerships from one-off activations into scalable franchise growth engines

FEATURED COLLABORATIONS

MONSTER HIGH × KATSEYE

"Fright Song" global music + franchise revival driving +3,500% vs benchmark.

BARBIE — “WE’RE TAKING OVER”

Global music-driven campaign for Barbie’s international anthem.

DISNEY — “ANDY’S NIGHT”

Multi-platform campaign featured in movie theaters nationwide.

BUILDING THE FUTURE OF FRANCHISE CREATION

AI AS CREATIVE INFRASTRUCTURE

Developed proprietary AI-powered pipelines for franchise creation—accelerating concepting, visual development, and original IP production while driving 1M+ organic views in week one and outperforming benchmarks by 150%.

AI PIPELINE INNOVATION

STRATEGIC AI INTEGRATION

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Built proprietary AI-powered production pipelines for franchise development—accelerating concepting, visual development, animation previs, and original IP creation without traditional production bottlenecks
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Led AI-driven creative direction for Barbie & Chelsea: The Birthday Do-Over, delivering studio-ready moodboards and animated VFX previs that directly shaped final production execution
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Drove breakout launch performance with 1M+ organic views in week one, outperforming KPIs by 150% and proving stronger visual strategy drives stronger business results
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Built original end-to-end AI animation systems for Cat & French Fry and Hey…It’s Vana—creating repeatable pipelines for character consistency, worldbuilding, expression libraries, and scalable short-form storytelling
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Positioned AI not as a design tool, but as franchise infrastructure—reducing production friction

BARBIE

CAT AND FRENCH FRY

FEATURED WORK.

Franchise Architecture → Retail Impact

Barbie Dream Besties LAUNCH

BARBIE DREAM BESTIES

Reinventing a Legacy Franchise

Monster High Relaunch

MONSTER HIGH

Turning Music Into the #1 Growth Driver

BARBIE MUSIC VIDEOS

BARBIE MUSIC VIDEOS

VIRAL SHORTS

VIRAL SHORTS

GLOBAL FRANCHISE EXPANSION

WHERE IP MEETS CULTURE

FEATURED COLLABORATIONS

MONSTER HIGH × KATSEYE

BARBIE — “WE’RE TAKING OVER”

DISNEY — “ANDY’S NIGHT”

AI AS CREATIVE INFRASTRUCTURE

AI PIPELINE INNOVATION

FEATURED
WORK.