Spin Master
Spin Master
Spin Master
Spin Master
From Girly to Girl Power.
From Girly to Girl Power.
From Girly to Girl Power.
From Girly to Girl Power.
Client
Spin Master
Spin Master
Spin Master
Services
Campaign, Art Direction, Scriptwriting, Production
Campaign, Art Direction, Scriptwriting, Production
Services
Campaign, Art Direction, Scriptwriting, Production
From Girly to Girl Power.
Global toy company Spin Master is the creator of Cool Maker, a line of creative craft activities targeted to tween girls. The Cool Maker line of toys was designed to appeal to young girls, and introduce them to an array of crafty experiences — from sewing and pottery to hair design and makeup.
The enemy
While Cool Maker toys were well thought through, the brand itself was sugary, pink, giggly and not inclusive. It was out of touch with today’s young woman, and sales were slumping. They needed some fresh new ideas.
From Girly to Girl Power.
Global toy company Spin Master is the creator of Cool Maker, a line of creative craft activities targeted to tween girls. The Cool Maker line of toys was designed to appeal to young girls, and introduce them to an array of crafty experiences — from sewing and pottery to hair design and makeup.
The enemy
While Cool Maker toys were well thought through, the brand itself was sugary, pink, giggly and not inclusive. It was out of touch with today’s young woman, and sales were slumping. They needed some fresh new ideas.
The Enemy
The Enemy
The enemy
01
01
Girl Powered.
Cool Makers is about MAKING cool things, and the rise of crafting and maker culture was an area that was completely underrepresented in the traditionally 'pink and frilly' girls toys category. More importantly, today’s girls are vocal, proud, powerful and above all creative. So we set out to reposition the line of craft toys and give the brand some girly grit.
We celebrated creativity and energy with an anthem spot and original song. The spot envisioned a community of girls in an art studio, rather than a girl alone in her bedroom, with unique forms of self-expression. Smaller cut-downs and how-to’s were used for pre-roll and YouTube.
Girl Powered.
Cool Makers is about MAKING cool things, and the rise of crafting and maker culture was an area that was completely underrepresented in the traditionally 'pink and frilly' girls toys category. More importantly, today’s girls are vocal, proud, powerful and above all creative. So we set out to reposition the line of craft toys and give the brand some girly grit.
We celebrated creativity and energy with an anthem spot and original song. The spot envisioned a community of girls in an art studio, rather than a girl alone in her bedroom, with unique forms of self-expression. Smaller cut-downs and how-to’s were used for pre-roll and YouTube.
02
02
Proud To Be A Maker.
For the Cool Maker brand spot we will celebrated the maker culture with a group of confident girls who are so passionately devoted to their crafts, they're ready to roll up their sleeves and get making. Over the course of a rapid-fire two day shoot, helped shoot we helped cast and capture different girls working away with different Cool Maker toys. The different scenes came together to showcase our hero girls creating, laughing, failing, loving their creations and sharing in their wins. At the end each girl proudly show-off their Cool Maker creation. This is a moment of victory.
It was awesome, and it was entirely different from anything Spin Master had ever done in this category.
Proud To Be A Maker.
For the Cool Maker brand spot we will celebrated the maker culture with a group of confident girls who are so passionately devoted to their crafts, they're ready to roll up their sleeves and get making. Over the course of a rapid-fire two day shoot, helped shoot we helped cast and capture different girls working away with different Cool Maker toys. The different scenes came together to showcase our hero girls creating, laughing, failing, loving their creations and sharing in their wins. At the end each girl proudly show-off their Cool Maker creation. This is a moment of victory.
It was awesome, and it was entirely different from anything Spin Master had ever done in this category.
03
03
Meet The Makers
We brought our awesome hero girls back to shoot a series called Meet the Makers. 4 girls with 4 unique personalities and passions, together they share a love for creativity. They come together to talk and try all Cool Maker toys, they work together on projects, they share ideas, help each other out, they laugh, vent and are for real-real.
The Makers became our anti-spokes-girls. It was phenomenal, racking up thousands of views, likes and subscribes, which made Spin Master feel pretty cool.
Meet The Makers
We brought our awesome hero girls back to shoot a series called Meet the Makers. 4 girls with 4 unique personalities and passions, together they share a love for creativity. They come together to talk and try all Cool Maker toys, they work together on projects, they share ideas, help each other out, they laugh, vent and are for real-real.
The Makers became our anti-spokes-girls. It was phenomenal, racking up thousands of views, likes and subscribes, which made Spin Master feel pretty cool.
04
04
Crafting Made Cool
We extended the Makers content and culture into social media, engaging with girls of all ages who shared and celebrated their creations with the community. Crafting was cool again.
😎
Crafting Made Cool
We extended the Makers content and culture into social media, engaging with girls of all ages who shared and celebrated their creations with the community. Crafting was cool again.
😎
