Brands that stand the test of time do so because they know how to innovate and adapt to both their consumer and the times. Johnson’s Baby realized it was time for a rebrand and we were here for it! On a mission, our new tone and visual identity would be conveyed throughout the entire consumer journey: from a new master website design, e-Comm presence, and social content to digital videos, partner collabs, and broadcast spots. With new formulas, a new look, and a new campaign— Johnson’s Choose Gentle—this baby brand is ready for a new consumer base and increased ROI. As the first film creative revealed to consumers during the relaunch, We Choose, encapsulates Johnson’s transformative values and dives into what gentle means from the consumers' POV. We shot on location, in Amsterdam and London. Creative Role / Creative Director, Creative + Art Direction, Concept, PrePro + Post, Design, UX + UI + IA

Optimized for social, we convey an emotional hook + product RTB that resonates with millions of parents.


From tabletop shots of new, safe ingredients to intimate moments of 50 real families during bath, play, and bed time—we created a content library to be used on Johnson’s website, e-Comm, and social.


As a result of 2 global shoots, capturing motion + stills, a well thought out social calendar develops with 6 months of snackable content.


Another important component to this global rebrand was the newly redesigned, 200+ page, responsive website. The site supported multiple “ages and stages”, including adults, with new brand messaging, educational and relatable content, helpful video tutorials, and featured products with new formulas and ingredients. Along with a visual identity revamp, we completely rehauled the user experience to consider ease of navigation and digestibility of content. This new website design became the north star for all other platforms and content within the US, as well as globally.