Milestones, without the pressure.

To launch Fisher-Price’s new approach to milestones, we partnered with director Ashley Armitage and Prettybird to create a :30 film. I was creative director on all elements of the Smilestones campaign for TBWA\Chiat\Day LA

Smilestones is an expert-backed take on the traditional developmental milestones, that focuses more on children’s individual needs rather than sticking to strict age-based timelines. Part of a holistic launch that includes educational materials, in-store information and signage and social content, this campaign brings Fisher-Price’s unique take and expertise around early childhood development to market for the first time. The campaign was launched and adapted globally, reaching all of Fisher-Prices markets in the US, EMEA, LATAM, and APAC.