the ask: launching a new vision for a beloved children’s brand
Our challenge: Help Warner bros. relaunch DC Super Hero Girls with a campaign that would both inspire confidence in parents, and get kids amped to watch.
vibe change.
The old DC Super Hero Girls image was shifting, from traditional to almost unhinged.
Old Show. (Sweet.)
New Show. (Edgy.)
A new tagline is born.
We pitched Warner Bros. on a novel concept—rather than make kids want to be just like their favorite superheroes, why not show kids their favorite heroes…are just like them.
With that, I wrote and we sold in:
she’s like me.
super-charging production.
As writer and co-creative lead, along with ACD/AD Brock Pisciotta, we concepted key visuals that would allow each actress to feel powerful and “super” while doing something natural to their everyday lives, like blocking a shot in soccer, volunteering to pick up trash, flying around a track, or flying through a book.
Production as empowerment.
The “She’s Like Me” campaign included TVC/digital videos, key visuals, and a website redesign. The best part:
We crafted production, end-to-end, to be intentionally female-centric.
We decided there was no better way to inspire confidence in our young actresses than to show them women in leadership roles at every turn.
In the end, we wound up with women filling these roles: ECD, ACD/Writer (that’s me), Director, DP, Editor, Producer, Costume Designer, Set Designer, and on and on.
Not only did we all genuinely believe in the messaging behind the campaign—we made sure its creation stayed true to that powerful mantra.
having a father come up to us on set, crying, saying that his daughter (our lead actress, pictured here) never realized women can be in charge behind the camera, was all we needed.
Mission accomplished.