FOR

Safety 1st

ROLE

Creative direction & copy

The scariest thing for a new parent is those moments you're apart from your baby—even if they're just in the next room. So to introduce Safety 1st's new line of app-controlled nursery products, we showed that being able to check in on and control the nursery from anywhere is exactly what anxious parents need to gain a sense of connection.

We introduced the Safety 1st Connected Suite through a :30 spot and a custom photoshoot capturing real families using the products, and seamlessly expanded our brand promise from Parenting Less Complicated → Parenting More Connected.