American Girl//Team Girl


Childhood is shrinking.

The time between a girl’s first doll and her first iPad gets smaller by the day. So American Girl asked us to rebrand the idea of girlhood—as not just an age, but a tribe.

This wasn’t about telling a 7-year-old she can do anything (she knows). It’s a reminder behind every girl stands the support of worldwide team of women. A team that’s 3 billion strong:

Team Girl.

Team Girl came to life in broadcast, print, digital, social—even store displays.



Then we put the campaign into the hands of the tribe itself: we asked adolescent directors to create mini-documentaries about challenges of girlhood and the role of Team Girl in their lives.

Girls as young as 12 directed, edited, and starred in the stories only they would best know how to tell.