Challenge

Slumberkins, a fast-scaling, women-owned early childhood education start-up, set out to launch a spring campaign that captured their mission: supporting social-emotional learning through story-rich characters and imaginative play.

The challenge was to develop a cohesive, emotionally resonant concept that could span product storytelling, marketing, and high-volume organic social content — all on a startup budget and timeline.​​

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Solution

I led the end-to-end creative development for this campaign — from concept through execution — building a visual and narrative framework rooted in childhood imagination and emotional connection.

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The central theme, "Tend to the Moments that Matter," featured warm, minimal backdrops paired with whimsical illustrations that evoked curiosity and growth. The photography was intentionally simple, allowing hand-drawn overlays to add a layer of playful magic that reflected the inner world of a child’s mind.

My role spanned creative direction, casting, scouting, and full production oversight (pre/post). I collaborated closely with product and marketing leads to ensure alignment across the digital ecosystem — including email, web, and a robust pipeline of evergreen and campaign-specific content for organic social.

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Much of the campaign’s success stemmed from the volume and versatility of assets created — optimized for Instagram, Facebook, and Pinterest, the visuals told a consistent story across all platforms, increasing brand engagement while remaining nimble and budget-conscious.