PROJECT: Gabby’s Dollhouse Birthday Celebration Video Call
CLIENT: Dreamworks & Netflix
AGENCY: PXL
ROLE: Creative Director
Description: Talk about MEOWMAZING – Dreamworks Animation approached PXL looking for a unique way to build excitement and anticipation for the new season of their popular series Gabbys Dollhouse. I served as Creative Director, leading the team at PXL to create a unique digital experience where users could receive a personalized birthday video call from Gabby herself. Responsibilities involved creative development, pitching, UX/UI design, scripting, and directing both the VO sessions and the animation.

The COPPA-compliant experience prompted parents to first entered their child's birthdate and name to pass the age gate. Guests then are asked to select their favorite "Gabby Cat" and chose a notable "good behavior" – resulting in a FaceTime-style video birthday call from Gabby herself! The site created a purrrfect birthday surprise for parents and children alike. The technology was based around the use of Adobe Character Animator to rig and control the character movements and map them to the body, face, and voice of the talent.
RESULTS: 5,000 custom videos rendered, over 50,000 users have passed through the experience. The campaign was so successful that the Client decided to keep the experience live, three years later. It can be viewed HERE.