Global toy company Spin Master is the creator of Cool Maker, a line of creative craft activities targeted to tween girls. The brand had traditionally been advertised as sugary, pink, giggly and not inclusive. It was out of touch with today’s young woman. 

We set out to reposition the line of craft toys and give the brand some girly grit. Today’s  girls are vocal, proud, powerful and above all creative. 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.