BARBIE — DÍA DE MUERTOS
Designing a Digital Ofrenda
For the launch of Barbie’s limited-edition Día de Muertos doll, I led the creative direction of a social-first campaign celebrating the traditions of Mexico’s Day of the Dead.
Rather than a single post, the idea was to build a 12-part illustrated series designed specifically for Instagram. Each post functioned as an individual artwork while collectively forming a larger visual composition across the Barbie profile grid.
Drawing inspiration from the small-town streets and altars that define Día de Muertos celebrations, the environment imagined a world in which the doll could exist beyond the product itself.
Cempasúchil flowers, papel picado banners and traditional street details created a vibrant festival atmosphere, balanced against an understated colour palette aligned with Barbie’s brand.
By combining cultural storytelling with the structure of Instagram’s grid, the campaign transformed the Barbie profile into a digital ofrenda, a living tribute that unfolded post by post.