The background
SHOW US WHAT YOU'RE MADE OF
Who let the dolls out? We did, in collaboration with STX Entertainment by creating a bold, fun campaign that transformed the UglyDolls brand into an animated musical adventure. With a soft spot for its unwavering positive themes, we infused the colorful, playful art with the uplifting and heart-felt message that you’re perfect just the way you are.
To expand the young audience, the teaser art introduced a mysterious new world targeted to older children and their parents.
The approach
THEY'VE GOT CHARACTER
From the key art to the character posters to the bus benches, we wanted to highlight the unique personalities of the dolls and spotlight the stars who brought them to life.
Because Ugly Dolls are already a popular, beloved brand with a fandom of their own, we wanted to be true to the original dolls and let their quirky nature shine through. Working on this campaign from teaser to in-theatres, gave us the opportunity to craft a distinct look and feel for the film that separated it from the traditional animated fare. In the end, the universal message of UglyDolls really rang true: perfection can stuff it.
