Launching a new baby skincare range in such a crowded market meant we had to move past the "clinical" look and find something more human.

We centered the campaign on the idea that the best thing for a baby's skin is their parent, focusing on those quiet, real-life moments of connection. Over a four-day shoot with seven real families, we captured a mix of video and photography that felt honest and warm, giving the brand a suite of assets that worked just as well on social media as they did on a billboard.