Monthly Intro
My Little Pony, Hasbro
Introducing Everypony, Every Month.
Panel 1: Twilight Sparkle: The August Pony
Panel 2: Behind the Scene Video
During our July concept planning, the client wanted to find a way to spotlight a different pony each month on social. The team proposed turning it into a recurring "monthly intro" series, but the format was still open.
That's where I stepped in.
AI-Generated Visual Reference: Game Stats Concept
AI-Generated Visual Reference: Yearbook Concept
I pitched two directions: a video game character stats screen that highlighted each pony's personality and traits, and a yearbook-inspired profile that felt more personal and nostalgic.
Around the same time, our Senior Strategist noticed that recent posts featuring behind-the-scenes content were performing well. We built that insight into the idea, pairing the monthly intro with a BTS-style carousel that gave fans another look at how each pony came together.
Meet Twilight Sparkle
Twilight Sparkle: R1 Development, before G6 introduction
Twilight Sparkle became our first Pony of the Month.
The project came at an interesting time for the account. Space150 had recently started working with My Little Pony, so our team was still learning what resonated with the audience.
Then, during SDCC, Hasbro introduced the new G6 pony visuals.
Suddenly, we were also working with a new brand guide and figuring out how to bring the updated look into our social content while staying connected to what longtime fans already loved.
Turns Out, They Were Into It
We weren't sure how fans would respond to the new direction, but Twilight's introduction quickly became one of our strongest-performing organic posts.
The post reached 93K likes and more than 1,000 comments, ourperforming several other organic posts from the account during the same period.
Even better, fans weren't just liking the post. They were talking about it, sharing their reactions, and getting excited about which pony might be featured next.
Everypony Gets a Turn
Monthly Intro: Pinkie Pie — The September Pony
What started as one monthly concept grew into an ongoing series.
As the months continued, I expanded the format for Pinkie Pie, Rainbow Dash, and more ponies, adapting each intro around their individual personalities while keeping the series visually connected.
The response gave both our team and the client confidence in the format, turning a loose idea from our concept meeting into a recurring part of the brand's social content.
Project: My Little Pony — Monthly Intro
Client: Hasbro
Date: July-September 2026
Creative Director: Elizabeth Burns
Senior Copywriter: Bridget Murray