Creative Spotlight: Barbie
After the recent ‘BarbieGate’ controversy, where it seemed that Greta Gerwig and Margot Robbie were snubbed by the Oscar’s, it got us reminiscing about one of our favourite new films. Let’s take a look into the iconic film’s visual style from a creative perspective.
The incredible Greta Gerwig both wrote and directed Barbie, after being approached by Margot Robbie (Barbie herself) who had bought the rights to the Barbie film alongside Warner Bros. Greta is known for her distinctive directorial style and keen eye for aesthetics, and her involvement in the film promised a fresh and innovative take on the iconic doll.
Barbie has long been a cultural icon, embodying various personas and narratives across generations. Greta’s film presents an opportunity to reimagine this timeless character through a contemporary lens. From a design standpoint, this meant infusing visual elements with a blend of both nostalgia and modernity.
The film's aesthetic drew inspiration from retro Barbie packaging, incorporating bold colours, playful typography, and graphic elements reminiscent of different eras. However, instead of simply replicating the past, Gerwig's direction used traditional Barbie imagery to reflect a more inclusive and empowering narrative.
A key aspect of design in film is creating immersive environments that enhance the storytelling experience. In the case of the Barbie film, this involved crafting a vibrant and visually stimulating Barbieland that served as the backdrop for the characters' adventures. Through clever use of colour, texture, and composition, Gerwig transported the audience to a magical pink dream world while grounding the narrative in relatable themes and emotions that are very relevant in today’s world.
The set of Barbieland was something so bright, appealing and stunning that I wish they would open it up for tours! It truly was something out of a child’s imagination. The set itself used so much pink paint that it famously caused a worldwide shortage. Even in the shadows and highlights on the set, no back or white was used whatsoever, and was actually banned. The elements and props that you see on set are also well thought through, being used not in a real world way, but in the way that a child might play with their doll. One clever example of this is how Barbie never uses the stairs in her dream house, but rather floats off the roof, as this is a realistic way that a child would play with their doll, and is a dream-like way for a doll to move and function.
In this visually stunning film, character design went far beyond mere appearance; it became a form of visual storytelling. Every outfit, hairstyle, and accessory communicated aspects of the character's personalities and journeys. As well as that, the film explored diverse body types, ethnicities, and identities, reflecting the real-world diversity of modern women today.
One particular favourite character of ours was weird Barbie, whose choppy hair, less than perfect makeup and cut up clothes reflected the Barbie we all played a little too hard with as a kid.
Design choices like this show thinking outside of the box at its best, and are what separates this film to make it one of the greats.
Through thoughtful design choices and a fresh perspective on a beloved cultural icon, Gerwig created a film that resonates with audiences of all ages. She proved through this film the power of design can transcend boundaries and inspire imagination. This visually spectacular, feminist masterpiece inspired us on so many levels, and beautifully demonstrates how thoughtful design can make the biggest difference. And we for one think that is more than Kenough…
Written by Charlene Payne.
