Viral content shows the iconic doll soaring across London landmarks on her hoverboard.
The content celebrates the launch of the new Barbie Star Light Adventure RC Hoverboard toy, marking the first time Barbie has ever had a flying remote controlled vehicle.
For the creation of Barbie as a 3D character, specialised projection mapping artists used photogrammetry to model Barbie from scratch, before mapping her movement onto the exterior of London locations. Locations included Marble Arch, Tower Bridge, Parliament Hill, Tate Modern, Westminster Tunnel, Embankment, BAFTA 195 Piccadilly and the National Gallery.
The Barbie Star Light Adventure RC Hoverboard toy is a remote controlled toy with functions including auto-launch, auto-land and a 360-degree spin, while four propellers work to lift the flying toy into the air.
The PR stunt is part of Mattel’s all-encompassing PR, marketing and digital programme to support the new Barbie Star Light Adventure range, with further plans including an integrated TV and digital advertising campaign, continuing to drive awareness and excitement into Q4.
A video of Barbie soaring across London can be watched below.