As part of its launch at Target, Lalo was looking to create a brand awareness campaign to help introduce it to customers across the nation. It’s goal was to emotionally connect with parents, inspire curiosity, and get people into Target to engage with the brand.

To achieve this, I led the team in developing a campaign called “Parent as you are,” a concept inspired by the shift in identity that comes with parenthood. Becoming a parent can feel like losing yourself — your passions, routines, priorities, everything that made you, you. But the truth is you don’t disappear; you expand. Parenthood is about rediscovering who you are but in new ways. By integrating your passions into your new routines and sharing them with your children, you grow, not just as a parent, but as a fuller version of yourself.

To illustrate this idea, we shot portraits of four different families, each with their own hobbies, and their children. Images were used in a targeted OOH campaign in three different markets and teh video was broadcast on linear and streaming tv.