Client MGA Entertainment

Release Date: 10/09

MGA Marketing Dept – Ken Kaufman, Karen Dixon

MGA Project Producer – Mandi Tinsley

STEAM Creative Directors – Scott Bryant, Lynn Luckoff

Director – Scott Bryant

Post – STEAM

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MGA had a marketing challenge to rebrand existing properties formally with the Bratz Brand to the newly created 4-Ever Kidz brand. MGA challenged Steam to create a fun and colorful world that showcased the variety and flexibility of the 4-Ever Kidz Petz toy.

The primary goal of the spot was to convey that there were a lot of different outfits and combinations that the doll shipped with. But additionally this toy came with a dog with matching outfits. This gave us the opportunity to have some real fun with the spot. Mixing and matching outfits between the toy dog and the doll character. Steam believes that spots really come to life when live-action characters are integrated into the spot. So we hired to two energetic young girls with a flair for style and talents for skating and modeling to help convey the fun interchangeability and walking and skating features that the toy dog featured. The spot successfully blended a sense of fun, style and great communication points of the products features. We also created a custom song and lyrics that supported the toy’s feature set. MGA’s response to the spot was over the moon!

Steam decided to break production into three separate shoots. The first shoot was a green screen set up with our star girls and dog performing all of their tricks and having fun with changing outfits and playing to the camera. The second shoot brought the dolls to life with hand models puppeteers and a team of prop specialists. The third shoot was for high-resolution stills for featured shots of the dolls. All of these elements were later stitched together in post production with editorial music visual effects and CGI.