Target Baby

Partnered with Ginger Robinson to create “Welcome to the School of Baby,” a campaign grounded in real insights about early parenthood. We approached each mini film as a meta filmmaking study—letting the style reflect the story.

If the insight was about bottle prep for a crying baby, we made it fast and frantic. Diaper changes? Repetitive and rhythmic. Car seat nap fails? Long builds with sudden emotional turns.

Directed by Everynone, with photography by Katherine Ledner and Maren Caruso, and music by Lullatone. Campaign included stunts like a 50-foot refrigerator that revealed baby names in real time.

Parenting is unpredictable. So we made the work feel just as alive.