Anticipation is growing for Greta Gerwig’s film, Barbie. Ahead of the July release, Andi Davids, global strategic business director at Bulletproof says the message is clear: Barbie is back.

From high street to high fashion, lemonade to loungewear, soft pile rugs to secret menus, you’d be hard-pressed these days to find a category not hit by the ‘pink wave’.

This is exactly why the 64-year-old fashion doll turns out to be an unlikely – yet compelling – source of inspiration for business leaders increasingly grappling to boost resilience. A lesson in how to balance brand-led business strategy with culture-led evolution.

Imagination, life is your creation
Barbie’s trajectory perfectly illustrates the core tenet of bulletproof brands: root them in a fundamental human experience and find new ways to help people live it. Built on the universal truth that all kids dream about who they’ll be when they grow up, what Barbie’s done so well over the past few years is to reposition that act in line with technological, social, and cultural developments. Mattel recognized not only a shift in the role of play – from entertainment to education – but also in culture. One in which dreaming about the future moved from a quest for perfection to the fulfillment of potential.

But Barbie hasn’t always managed to keep in step with cultural shifts. Hot off the (not so high) heels of third-wave feminism, noughties moms no longer felt Barbie reflected their values, and weren’t buying the doll for their daughters. With sales falling for eight consecutive quarters, Mattel was faced with the possibility of the first generation since 1959 being raised without Barbie.

You don’t need a miniature pair of plastic glasses to see where they went wrong. From Kate Moss’s waif to Pamela Anderson’s pin-up, beauty in the 90s and early 2000s had never been so unattainable, and Barbie, with her famously dysmorphic figure, had become the poster child for superficiality and unrealistic standards. Set amidst a cultural backdrop of ‘Girl Power’ and a surge in women’s rights acts, this was only exacerbated by controversial product innovations and one-dimensional brand collaborations. It was an era of empowerment and shifting ideals around femininity and equality, something Barbie could have easily leaned into, yet the brand’s meaning was slipping out of the hands of the business and into that of culture, becoming one of parody and satire instead.

Blonde ambition
This is what makes the brand’s recent developments so impressive. Today’s culture is evolving faster than ever, and Barbie’s story shows how, in this fast-moving world, brands must play two seemingly contradictory roles. As a business tool, a brand needs to be a consistent icon, an immediately recognizable beacon of a commercial offer. As a cultural object, however, it needs to be a sign of the times – an immediately resonant reflection of consumer desires and cultural trends.

Successful brands need to evolve with culture, but remain distinctly themselves; to be both timely and timeless. The key is to build them on ideas so fundamental, so impenetrable, so prolific, a brand can grow even if the category changes or disappears. How? By creating a brand platform that’s product and category agnostic. Not only does this unlock new revenue streams through innovation and licensing, but it also enables a brand to adapt and evolve as new practices and beliefs emerge, ensuring sustained market relevance.

Barbie is a masterclass in owning an idea. By becoming a platform for possibility, the brand opened up an infinite number of growth opportunities, from product innovations like Barbie Stem Kits to Malibu Barbie cafes to feature films. Mattel recognizes that the real power lies not in the doll, but in the brand. The doll is simply the brand’s best marketing tool.

Alongside this, a brand needs an identity so unmistakable, it can be recognized across any channel, even those that have yet to exist. This requires both distinctive brand assets that are fixed to build equity and memory structures, and more expressive assets that can flex across different touchpoints and cultural moments. Last year’s collaboration with Balmain, for example, saw the launch of an exclusive fashion collection alongside three NFTs featuring Barbie and Ken avatars. The brand’s signature color and font were used both in the clothes and Balmain’s wordmark drove standout – undeniably Barbie, but activated to capture a moment in culture across a new channel.

The final step in building resilience is to foster communities so loyal, they’ll support a brand through criticism or controversy. Consumers are increasingly demanding brands take a stance on societal issues. As a result, it’s difficult to exist without occasionally causing affront, so having people that buy into your narrative is the key to ongoing success. Just think of Nike and its decision to continue supporting Colin Kaepernick – it only made the brand stronger. Such fandom is well within Barbie’s reach. From Barbiecore fashion to the teased movie narrative that plays back Barbie’s evolving role in culture in a knowing, self-referential way, the brand has its perfectly manicured figure on the pulse of its fanbase, and crafts multiple ways across their passion points to engage with them.

Life in plastic, it’s fantastic
The balance between timely and timeless is a tough one to strike, and we all know what happens when we get it wrong. Lean too far into consistency and you’ll be left wondering where all your customers went. Lean too far into a culture that doesn’t align with your brand’s history and you’ll come across as inauthentic or jumping on a bandwagon.

Barbie, however, is currently rocking it like a Givenchy dress. Now that she’s fully embraced and activated this new positioning, we’d love to see where she goes next. What will she do when the next wave of feminism arises? When do technologies like artificial intelligence mature? As she moves into new spaces beyond fashion and beauty? That remains to be seen, but one thing’s for certain: it’s a Barbie brand world; we’re just living in it.

Andi Davids, Global Strategic Business Director in The Drum.

How Barbie got creative with culture to build brand resilience

Andi Davids says the message is clear: Barbie is back.

How Barbie got creative with culture | Bulletproof

With the help of YouGov data of thousands of brands, Andrew McLean of agency Bulletproof looks at what makes brands bulletproof against embarrassment, and how the best navigate embarrassing moments.

When were you last embarrassed? Really embarrassed; red-faced, ground-swallow-you-up embarrassed?

It doesn’t happen often. You might have one or two devastatingly memorable moments in your life: those rare, squeamish horror shows we all play back in the darkest hours of insomnia.

You know what is frequent, though? The fear of embarrassment. It’s an ever-present terror, and one that’s clearly irrational considering how rare life-changing embarrassment is.

As Harvard psychologist Susan David puts it, “Embarrassment shines a light on things that are of value to us… it can signpost things that we care about.” David reminds us that embarrassment is important. It has a part to play in forming what we value. Ultimately, embarrassment leads us to a better understanding of our own identity.

If what we fear being embarrassed by is what we value, then our appearance matters; as does our social standing, what we know, and what we achieve. Brands’ expressions of identity really matter. It’s important to understand how to avoid being the brand equivalent of dad-dancing at a wedding and how to instead build purpose, pride, and all-important advocacy.

Is your brand embarrassing?
YouGov’s brand index poses a useful question regarding brand reputation: Imagine you were looking for a job (or you advising a friend looking for one. Which of these businesses would you be proud/embarrassed to work for?

From that simple basis, we can categorize sectors. We can rank employers. We can track their movement over time to better understand what drives positive or negative changes regarding whether people would choose to work for them.

For example, the most embarrassing sector to work in is (by far) leisure and entertainment. But that’s purely down to gambling and betting businesses within that sector pulling down averages. Meanwhile, apart from charities, the most prideful industry is watch retail, with Rolex being the gold (excuse the pun) standard within that category?

Here are three key lessons to learn from analyzing the reputations of over 1,450 brands:

1. Purpose makes pride
There’s a red thread between the brands that people seem proudest to be associated with: prominent and clearly communicated purpose.

Brands like Toms, Patagonia or Allbirds (considered three of the most purposeful retail brands) all sit above category averages of reputation. And Eco-cleaning brands Seventh Generation and Method consistently outperform a sector whose reputation is in long-term decline.

Brand purpose isn’t a panacea of course, but it can create perceptions of pride, for both employees and consumers. But if a brand has not been built with a clearly defined purpose from inception, how do you create brand purpose? It starts with understanding your audience and getting to the heart of your brand’s reason for being. Ask yourself what values you and your audience share, or the category or cultural norms you can challenge to become closer to your audience.

Liquid Death did just that, disrupting the crowded packaged water market to capture the attention of an alternative audience (flirting with potentially embarrassing brand strategy too).

Likewise, Toblerone’s ambition to ‘be more triangle’ in both its product and quirk-celebrating brand, understood the intersection of audience and brand to create purpose.

2. Brand recommendation is reputation
By some margin, the metric most closely correlated with reputation, in almost every category, is likelihood-to-recommend. Remember Susan David’s thoughts on the importance of values, and the risk of social embarrassment. Nobody wants to recommend a brand they don’t want to be associated with.

What steps can brands take to positively influence recommendation? One is to incorporate post-purchase thinking into the full consumer experience. Creating opportunities for advocacy is part of this. Brand advocacy involves more than just repeat purchases or even loyalty: it’s a customer mindset, earned over time.

Brand advocates, the customers most likely to recommend your brand and service, are the most powerful resource in your toolkit. Creating a powerful brand experience is a significant way to connect meaningfully with them. Plan to provide people with plenty of opportunities and digital touchpoints to engage with that world and share it with pride.

3. Some propositions bridge the divide
Every now and again a brand that ranks highly in brand consideration is still considered embarrassing but for one reason or another.

Then, a great product or value-offer bridges the divide, like Škoda or Kia: both considered highly, but with reputation metrics below category averages.

Škoda tells a particular story of a long-term brand turnaround, rising Phoenix-like from the ashes of decades-long embarrassment around product-quality narratives, to take pole position as the UK’s most recommended car brand in 2020. A combination of savvy sponsorships and a vastly improved product line-up over time has helped the Czech automaker build consideration of a modern, progressive brand without necessarily righting its historically poor reputation.

Be aware, though, that in some categories ­(like finance), reputation and consideration are so intrinsically linked that one doesn’t move without the other.

Building brands to be proud of
How do you do the brand equivalent of styling out someone not waving back at you into an impromptu Fonzie-esque comb-back of your hair? How do you cure embarrassment, before it impacts your brand?

Having a clearly aligned purpose and a legion of people willing to recommend you will help. And in certain circumstances, where brand consideration is high but reputation low, brands can lean into the opportunity to bridge the divide with standout product or value propositions.

Perhaps there’s also something for brands to learn from how we deal with our personal embarrassments. Whether that’s laughing at ourselves (Škoda), instantly apologizing (Pepsi’s Kendall Jenner misfire), or insisting you were actually joking (BrewDog).

Brands that are bulletproofed are set up to avoid embarrassment, but they also don’t fear it; they’re resilient, whatever comes their way.

Read as our Head of Strategy EMEA, Andrew Mclean looks at embarrassment in The Drum.

The hidden taboo working against your brand: embarrassment

The hidden taboo working against your brand | Bulletproof

Our work has been shortlisted for Design Lions in the Rebrand and Food categories.

Toblerone makes Cannes Lions Shortlist in 2 categories

Toblerone was shortlisted for Design Lions in the Rebrand and Food categories.

Toblerone Shortlisted for Cannes Lions | Bulletproof

We were awarded a Wood Pencil in the Brand Refresh and Typography for Packaging categories.

Toblerone wins 2 D&AD Pencils

Toblerone wins 2 D&AD Pencils | Bulletproof

The Johnnie Walker City Collection was awarded a Bronze Cube for Illustration for Packaging and 3x Merits for Packaging in the Innovation, Sustainable and Beverage categories. 

Toblerone was awarded 2x Merits for our Rebrand and Logo in the Brand / Communication Design category.

Huge congratulations to our entire team and clients!

Our work for the Johnnie Walker City Collection and Toblerone were winners this year.

Bulletproof Wins 6 ADC Awards

We won 6x ADC Awards | Bulletproof

Our rebrand was awarded Silver in the Brand Refresh category.

Toblerone Wins Silver Clio Award

Toblerone Wins Silver Clio Award | Bulletproof

The campaign highlights the increasing gender gap in the Netherlands and demands legislative action to close it.

Bulletproof Launches Gender Equality Campaign: AmsterDame

Bulletproof Amsterdam generated a campaign that highlights the increasing gender gap in the Netherlands and demands legislative action toward closing it.

Amsterdame | Bulletproof

Tony speaks with Creativepool about his career and the lessons he has to share with other creative leaders. 

#GettingToKnow Tony Connor, Executive Creative Director at Bulletproof NYC

Tony speaks with Creativepool about his career and the lessons he has to share with other creative leaders.

Get to Know NY ECD Tony Connor | Bulletproof

Global Strategic Business Director Andi spoke with Authority Magazine to share her insights on how to build a beloved brand.

Global Strategic Business Director Andi spoke with Authority Magazine about her experiences building brands.

Andi Davids: Five things you need to build a beloved and trusted brand

Andi shares her five things you need to build a beloved and trusted brand with Authority Magazine. 

Andi Davids on Building a Beloved Brand | Bulletproof

Read about our latest work for Johnnie Walker on Dieline.

Designed By Bulletproof, New Johnnie Walker Release Features Ink Made From Air Pollution

Johnnie Walker Keep Walking City Collection | Bulletproof

This year, our New York City studio hit double digits and we made sure to mark the occasion. 
 
But first, a little bit of history. When Bulletproof first started, a New York City studio was always in our sights. Our Founder Gush grew up on Hip Hop and street art, and even claims Subway Art to be the most influential book on his life, so it just made sense to open a studio and be close to the action. So, in 2012, we got a team together and started to make our mark on The Big Apple, and the rest, they say, is history. 
 
And now, back to 2022. We planned our celebrations through our philosophy of Hustle & Heart: two of the ingredients needed to make it in NYC, and what better way to do that than to turn to Bulletproof’s muse: Hip Hop.
 
To get everyone in the mood, we kicked off the week with Grandmaster Caz who picked us up from the studio and brought us to the Bronx for a “Birthplace of Hip Hop Tour”. On the way there, we listened to old-school tunes while he gave us a history of the origins of Hip Hop. Our first stop was at Yankee Stadium where Bboy “Indio” spoke about the history of breakdancing, gave us a lesson, and then danced for us. Afterwards, we went to the actual “Birthplace of Hip Hop” at 1520 Sedgwick Ave, also in the Bronx.
 
Back at our studio, we were honoured to host a line-up of legends, with daily talks from Tats Cru, Grandmaster Caz and Rock Steady Crew members Crazy Legs and Skeme, as well as book-signings, happy hours and a Q&A with our Founders Gush and Jonny.
 
Of course, it’s not a birthday without a party. To wrap the week, we headed down to Avenue A’s Wiggle Room to boogie the night away with a very special DJ set from Skeme himself. 
 
We’re proud to call NYC our home and can’t wait to see what the next ten years will bring. In the meantime, check out our playlist of the team's favourite New York artists:

Check out how we celebrated our NYC studio hitting double digits. 

Our New York Studio Turns 10

Check out how we celebrated our NYC studio's 10th birthday. 

Our NYC Studio Turns 10 | Bulletproof

Listen as our CCO Nick Rees and Toblerone Global Brand Lead Emanuel Gavert discuss the story behind our Toblerone rebrand.

The Follow Up Podcast: Toblerone

The Follow Up: Toblerone | Bulletproof

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Read more on Gush's background and ambition for Bulletproof.

Founder Gush Mundae Makes LDC Top 50 Most Ambitious Leaders List 2022

Our Founder has been named as one of LDC's Top 50 Most Ambitious Business Leaders for 2022.

Gush Mundae In LDC Top 50 | Bulletproof

Our work for Johnnie Walker Gifting won silver and Cadbury 100 Years won bronze at this year's Pentawards.

Johnnie Walker and Cadbury win at Pentawards 2022

We won Silver and Bronze at Pentawards 2022 | Bulletproof

Read what Digital Creative Director Jim Hare learned from a leap into the unknown.

Not Taking Enough Creative Risks? Try Parkour

Jim Hare on Parkour | Bulletproof

Read Gush's interview in The Sunday Times on how a love of graffiti and hip hop led to the creation of Bulletproof.

How I Made It: Founder Gush Mundae's Story in The Sunday Times

Gush Mundae in The Sunday Times | Bulletproof

Listen to Gush Mundae's episode of ‘My Life in Design’ podcast with Claire Blyth and learn more about his career.

Gush Mundae on My Life In Design Podcast

Gush Mundae on My Life In Design Podcast | Bulletproof

Listen as Gush chats with Katy Cowan about finding his place in Britain and growing a design studio from scratch.

Founder Gush Mundae on Creative Boom Podcast

Gush Mundae on Creative Boom Podcast | Bulletproof

Holly shares the day-to-day things we can do to chip away at the lack of representation of mothers in creative leadership.

Creative Boom: Holly Karlsson on Parenting Loudly

Holly shares the day-to-day things we can do to chip away at the lack of representation of mothers in creative leadership in Creative Boom.

Holly Karlsson on Parenting Loudly | Bulletproof

We've been shortlisted in the Logo category for Genie Drinks and Packaging category for Cadbury 100 Years.

Genie Drinks and Cadbury 100 Years Shortlisted for ADC Awards 2022

ADC Shortlist 2022 | Bulletproof

The results are in and we've been awarded Silver for Old Gold and Bronze for Meridian and My/Mochi.

DBA 2022: Meridian, Old Gold and My/Mochi Win Design Effectiveness Awards

All three of our DBA Design Effectiveness entries have made it to the Winners Shortlist this year.

Meridian, Old Gold and My/Mochi Win DBAs | Bulletproof

Holly talks with Dieline to share her favourite female-led brand that's breaking the bias this IWD.

IWD: NYC Creative Director Holly Karlsson Shares Her Favourite Female Founded Brands

Holly Karlsson In Dieline This IWD | Bulletproof

This IWD, Kellie spoke to Creative Boom about the stigma surrounding menopause in the design industry.

COO Kellie Chapple On Challenges Facing Women In The Industry

Kellie Chapple On Challenges Facing Women  | Bulletproof

In an interview with Creative Boom, Gush shares the books that have inspired his creative journey, from Subway Art to Shoe Dog.

In an interview with Creative Boom, Gush shares the books that have inspired his creative journey, from Subway Art to Shoe Do

Founder Gush Mundae Shares Five Books That Inspired His Creative Journey

Gush Mundae Talks Books With Creative Boom | Bulletproof

Our Global COO talks all things work-life balance with Balance The Grind.

COO Kellie Chapple talks to Balance The Grind

Our Global COO talks all things work-life balance with Balance The Grind

Kellie Chapple in Balance The Grind | Bulletproof

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Fahud joins the prestigious panel for the second year in a row. 

Motion Design Director Fahud Ahmed Joins Design Week Awards Jury 2022

Our Motion Design Director Fahud joins the prestigious panel for the second year in a row. 

Fahud Ahmed Joins Design Week Awards Jury 2022 | Bulletproof

From tales of graffiti to meeting Gush and Jonny, Nick shares how he found the design industry.

CCO Nick Rees Chats to This Design Life

CCO Nick Rees in This Design Life | Bulletproof

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Our CCO Nick Rees spoke to The Arena about how he made it in the industry without having a degree.

No Degree? No Problem: Nick Rees Talks To The Arena

No Degree, No Problem: Nick Rees In The Arena | Bulletproof

Check out our work for Genie Drinks' first-ever TVC, featured in Campaign.

Check out our work for Genie Drinks' first ever TVC, featured in Campaign.

Genie Drinks “Super Natural Sodas” by Bulletproof

Check out our work for Genie Drinks' first-ever TVC.

Genie Drinks Super Natural Soda TVC | Bulletproof

Mark Armstrong, APAC Executive Creative Director, shares his learnings from opening Singapore and Sydney studios with The Drum for their 'How do you solve a problem like...' series.

"The biggest mistake when growing into a new market is thinking you know it all, or that what you have done in other markets will work again. Stay naïve, identify what makes you different and make that your focus.

It’s important to be clear on your values. Don’t compromise on them but understand that the way they manifest will be unique to each market. The success of our Singapore and Sydney studios is down to two things that embody our values: people and culture. This sounds obvious but is extremely challenging to get right.

As we start building our presence in Shanghai, finding the right talent – people who champion new ways of thinking and see boundaries and conventions as challenges to push against – is the number one priority. Our people are our most precious asset as a business."

Mark shares his learnings from opening studios in Singapore, Sydney and soon, Shanghai, with The Drum.

APAC ECD Mark Armstrong talks entering a new agency market

APAC ECD Mark Armstrong shares his learnings from opening studios in Singapore and Sydney and soon Shanghai, with The Drum.

Mark Armstrong On Entering New Agency Markets | Bulletproof

Cadbury Dairy Milk

Our redesign for Cadbury Dairy Milk won in the Confectionery category.

Cadbury Dairy Milk Wins Gold At Pentawards

Our redesign was awarded Gold in the Confectionery category.

Cadbury Dairy Milk Wins Gold At Pentawards | Bulletproof

Our work for Villa Ascenti Rosa has picked up a Marking Award in the Product Design category.

Villa Ascenti Rosa Wins At Marking Awards

Our work for Villa Ascenti Rosa has won at this year's Marking Awards. 

Villa Ascenti Rosa Wins Marking Award | Bulletproof

The DBA has appointed two new board members.

Francesca will work closely with the DBA’s management team to develop the strategy and frameworks to drive design ever further up the agenda in business and government, and together as an industry can build universal confidence in design investment.

Francesca Bayliss, Head of Commercial and HR joins DBA Board of Directors

Head of Commercial and HR, Francesca Bayliss joins the DBA Board of Directors.

Francesca Bayliss Joins DBA Board of Directors | Bulletproof

We have partnered with Shillington to offer a full Diversity in Design scholarship and industry mentorship programme.

We’re delighted to share that we have partnered with Shillington Education in New York City to offer a full Diversity in Design scholarship and industry mentorship to cultivate diverse and inclusive representation in the design industry.

We believe that talent is the lifeblood of our industry and we’re all here because, at some point, someone gave us a break, so we want to push that energy forward.

Apply by Monday 19th July to win a full scholarship for Shillington's New York full-time or part-time course, as well as post-graduate mentorship sessions with our team.

Bulletproof partners with Shillington New York

Bulletproof Partners With Shillington | Bulletproof

Nick speaks to Design Week on all things flexible working and why our 'Last Fridays' of the month off are here to stay.

CCO Nick Rees on Flexible Working

Design Week: Flexible Working | Nick Rees | Bulletproof

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Our work for Soapsmith has won Gold and Apetina has won Bronze at this year's Design Effectiveness Awards.

Bulletproof wins Gold and Bronze at DBA Awards 2021

We have won a Gold for Soapsmith and a Bronze for Apetina at this year's DBA Design Effectiveness Awards.

DBA Design Effectiveness Awards 2021 | Bulletproof

Gush talks all things finance with the Metro.

Founder Gush Mundae Featured in My Money

Bulletproof Founder Gush Mundae talks all things finance with the Metro.

Metro: My Money | Gush Mundae | Bulletproof

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Our Cadbury Dairy Milk rebrand was awarded third place in Food Brand Identity Systems category.

Bulletproof wins a Dieline Award for Cadbury Rebrand

Our rebrand won a Dieline Award in the Food Brand Identity Systems category.

Cadbury Dairy Milk wins Dieline Award | Bulletproof

The results are in: Bulletproof is the 5th best large company to work for in the UK according to Campaign’s 2021 survey.

Bulletproof Named as one of Campaign’s UK Best Places to Work

Campaign’s Best Place to Work | Bulletproof

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Saavan’s Trust exists to help improve the lives of impoverished children through education in rural parts of the world by building schools and providing education where there is none. We believe education is paramount in building confidence and community, security and character, and makes a tangible difference that children can rely upon in future life.

We partner with Action Aid—a leading global children’s charity that provides Saavan’s Trust with local knowledge and team support in specific rural areas and we work with them to identify new projects. Action Aid manages the local logistical issues which allows Saavan’s Trust to focus on the build and to work closely with the local community.

Our work is hands-on, meaning we are involved in the actual construction at the site and oversee the entire build process. We not only build the schools, but we also furnish them with classroom furniture and provide educational materials such as books, writing boards, and pens and pencils. 

Most importantly, every single penny we raise is given directly to the build and those who need it most. None of our trustees are remunerated and the costs of flying and staying on location are all covered privately. 


Building a brighter future with Saavan’s Trust.

Building a Brighter Future

Saavan’s Trust | Bulletproof

Bulletproof and Dieline tackle the importance of female-positive campaigns.

International Women’s Day: COO Kellie Chapple on Brand Empowerment

COO Kellie Chapple talks to Dieline about the importance of brand empowerment and female-positive campaigns on International Women's Day. 

International Women's Day | Bulletproof

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Mini Eggs

Read about how we changed up Cadbury Mini Eggs on Creative Boom.

Cadbury Mini Eggs: Reimagining an Icon

Read about how Bulletproof changed up Easter icon Cadbury Mini Eggs on Creative Boom.

Cadbury Mini Eggs | Bulletproof

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We welcome Jim as London’s new Digital Creative Director.

Bulletproof London Lands Jim Hare

Bulletproof welcomes Jim Hare as Digital Creative Director at our London studio.

Jim Hare Joins Bulletproof  | Bulletproof

Grace Dawson joins us as Global Head of Brand 

We welcome Grace Dawson as Bulletproof's new Global Head of Brand.

Grace Dawson Joins Bulletproof | Bulletproof

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Jordan Assender takes on the role of Motion Director for our London studio.

<b>What are you most looking forward to at Bulletproof?</b>

With constantly evolving channels and touchpoints, I’m looking forward to discovering new ones, into the Metaverse and beyond!

<b>What’s the most exciting part of your role?</b>

I’m excited to grow the motion team across all of our studios!

<b>Where did your career start out</b>

Ravensbourne University – Foundation course, not really knowing what I wanted to do, I tried all areas from structure, graphic design, fashion, but loved film/media the most particularly the storyboarding!


Bulletproof London Hires Jordan Assender

Jordan Assender takes on the role of Motion Director for Bulletproof's London studio.

Jordan Assender Joins Bulletproof | Bulletproof

Bulletproof London gets an amazing new Motion Design Director in Fahud Ahmed.

RUEBEN
ON RYE?

Location Perks

IN THE KNOW

RUEBENON RYE?

Location Perks

IN THE KNOW

RUEBEN
ON RYE?