FOR

Safety 1st

ROLE

Creative direction & copy

Talk to any parent and you’ll see their lives are an insane parade of complicated logistics and complex negotiations. It’s a shitshow—sometimes quite literally. So parents need something (anything!) to make their lives a little easier. That's where Safety 1st comes in. Through a campaign we call TestiMOMials, we let the real product experts—parents—show how Safety 1st products make parenting less complicated. 

We created :30 spots for two of their tentpole product categories and kept the campaign going with a series of :06 videos (timed to match the approximate number of seconds parents get to themselves each day) that demonstrate how Safety 1st products help families get through their days—and all those long nights.