Lalo Target
Launch Campaign
For it’s launch at Target, Lalo was looking to create a campaign that built excitement and awareness around its stylish and functional baby essentials. The goal was to connect with modern parents on an emotional level, inspire curiosity, and get them in store!
I led a team in creating the campaign “Parent as You Are” — a concept rooted in the transformation that comes with parenthood. It explores the duality of parenting: that parents are people too, and parenting is just one aspect of who they are.
To bring this idea to life, we captured portraits of real families, at home, amongst the things that reflect their interests as people, not just as parents. These portraits anchored a targeted out-of-home campaign across three key markets, and the accompanying video content aired on both linear and streaming platforms.
Creative Direction | Campaign Development | OOH | Broadcast + Linear Commercial (with custom music) | Omni-Channel Marketing
Script
They say this chapter turns everything upside down.
And yeah—parenthood definitely changes things…
But it doesn’t have to shrink your world…
It can expand it. Adding more color, more surprises, more resilience…more of you.
Because the truth is…it's not about losing your identity. It's about discovering more parts of it.
So, go ahead...Parent. As you are.
This is Lalo. Now at Target.
Family Portraits
Four families, each with their own individual interests and passions, were shot at home as the anchor creative to this campaign. Their homes are distinctive, design forward, and full of personality that reflects their interests as people, not just as parents. Within each portrait, Lalo product is seamlessly integrated into their homes and their lives.
Out in the wild
In addition to TV, the campaign went out into the wild, running across billboards, bus shelters, and truck wraps in key markets. While the creative remained largely consistent to build brand recognition, we did nod to local culture with hyper specific references to help build brand affinity with target demographics. For example, copy that spoke to breakfast tacos and Zilker Park in Austin.
Owned Channels
These families had SO much to say. We spun up interview content from each family, and pulsed it out throughout the campaign across organic social and email channels to continue engagement and authentically ignite the power of community.
Creative Direction: Courtney Wall, Art Direction: Betty Montano, Video: Tamino, Photography: Gieves Anderson