Motion — Mattel

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For the launch of Mattel’s new American Girl doll, I designed the motion language for a national TV spot and its social cutdowns.

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The campaign was built around a snowy ski chalet aesthetic, and I developed transitions and graphic elements that extended that world through motion. Soft snowfall, frosted textures and layered movement gave the piece depth while maintaining clarity across broadcast and digital formats.

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The tone needed to sit within children’s broadcast, so the pacing and colour were bright and energetic, with clear visual beats that kept the spot engaging without feeling chaotic. The motion balances atmosphere with focus, ensuring the product remains central while the world around it feels lively and cohesive.