The kids’s clothing category? Yawn. It’s awash in brands shouting about discounts as they race each other to the bottom.
Carter's has been around. A trusted 100-year-old brand, they needed to differentiate themselves from the noise and connect on an emotional level. We kicked off the campaign with an anthem spot born from an unusual brief: "Make us cry.”
I helped craft a new brand platform—including the tagline “With you from the start—and an anthem video to forge a more emotional bond extending past infancy, helping to lay the foundation for their launch of older kid’s clothing.