JOHNSON’S WHY COTTON

 
 
 
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Part of the brand’s global relaunch and integrated production (which I also managed), we continued to capture real families for the new Johnson’s Baby CottonTouch—a new product innovation designed specially for newborn’s sensitive skin. With cotton’s fundamental role in newborn’s daily life, from hospital to home, CottonTouch is a natural addition to the Johnson’s portfolio. As the introductory campaign for this hero line, Why Cotton?, simply reveals the benefits of cotton to answer that simple, and insight-driven, question.

Again, content derived from this campaign was utilized across multiple platforms, with local relevance, and populated Johnson’s new global toolkit database for clients to utilize for years to come.


Role / Creative Director, Film + Photo Director, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Design, UX + UI + IA

 
 

FILM

 

STOP MOTION EDITING

Just look at that bear's barrel roll!

 
 

Photography

With 62 real families representing the full Johnson's rebrand, casting those expecting or with newborns, was essential for the ‘Why Cotton’ campaign. Capturing intimate moments throughout their early journey—from the hospital to their new home—we created a content library specifically curated for the new CottonTouch product line and designed to be used on Johnson’s websites, e-Comm, and social channels.

 
 

sOCIAL

With a strong social strategy we use both organic and paid, and a phased approach to precisely reveal CottonTouch content.

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e-comm

Along with a newly redesigned, 200+ page, master website we also developed the Johnson’s e-store on Amazon—creating consistency among visuals and messaging, and above all, a more seamless purchase journey for consumers.

 
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