EVER AFTER HIGH is one of Mattel’s newest doll franchises, introduced in 2013. Designed the selected Ever After High “key hole” concept that led the EAH launch with it’s teaser ad campaign. This key hole direction became a continuous graphic and story telling vehicle across all touch points: Justice in-store teaser video and ads, opener of sizzles and webisodes, EAH music video, online, retail and print, and utilized as an interactive device in gallery and environments. Further participation in the initial phase involved logo exploration, mood boards, graphic elements, collateral and merchandising.