As an extension to their “Let’s be kids” campaign, Fisher-Price asked us to relaunch their baby product line in a way that invited parents back into childlike wonder.

Working with a cross-functional team of creatives, designers, writers, illustrators, and animators, we reimagined the world through the eyes of a baby. We built on existing image assets—and pure silliness—to bring each product benefit to life.

My personal favorite is the “Sit-me-up Floor Seat,” which helps babies sit up on their own. Because when you’re a baby holding yourself upright for the first time, seeing the world from this new perspective makes you feel as powerful as having laser vision.

CD: Carmen Love
AD: Savannah Bradford + Syd Rein
CW: Eddie Klein + Kira Pack
Illustrator: Taryn Oshiro-Wachi
Animator: Tim Hennessey