DC Super Hero Girls | Warner Bros.
In 2018, Warner Bros. decided to completely reimagine its popular YouTube series, DC Super Hero Girls. As it prepared to relaunch, it needed a campaign that would both inspire confidence in parents and get kids amped up to watch the show.
OLD SHOW. (SWEET.)
NEW SHOW. (EDGY.)
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.
SHE’S LIKE ME
The “She’s Like Me” campaign included TVC/digital videos, key visuals (for everything from billboards to banners) and a total website redesign. The best part?
It was totally 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.
TVC/Digital Videos
Key Visuals
We enlisted photographer Josh Rossi, who famously transformed his 3-year-old daughter into Wonder Woman.
As co-creative lead on the campaign 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.
Digital Assets
Each line was carefully crafted to amplify the superpowers of the DC Super Hero Girls whilst relating them to a very real power girls could relate to and see in themselves.
