Lalo: Parent As You Are
Creative Direction, Design, UX/UI Design
About the Project
While Creative Director at Lalo, we launched the brand into Target! The goal of this project was to develop and execute a creative concept for a campaign that built excitement and awareness of Lalo as the choice for stylish, functional baby and toddler essentials, now conveniently available at Target!
This concept is about the duality of parenting, that parents are people too, and parenting is just one aspect of who they are.
Deliverables from this project included…
Commercial for TV (connected & linear)
Custom Produced Music
Paid Social Ads
Out of Home Campaign
Owned Channel Content
Project Type 360 Brand Campaign
Role Creative Director (including music!), designer (brand, UX/UI)
Tools Google Sheets, Figma, & midnight oil
Script:
They say this chapter turns everything upside down.
[pause] And yeah—parenthood definitely changes things…
But it doesn’t have to shrink your world…
[pause] It can expand it. Adding more color, more surprises, more resilience...[pause] 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. [pause]as you are.
This is Lalo. Now at Target.
It started with a portrait.
We set out to capture portraits of real, young families in a home environment. The homes are distinctive, design forward, and full of personality that reflect their interests as people, not just as parents. Lalo product is seamlessly integrated into their space and lives, allowing them to live their life as individuals and parents, and not just the latter.
OOH Strategy
A consistent look and feel was maintained throughout the experience for strong recognition. From billboards and bus shelters in key markets, to TV and paid media driving to the website.
Our truck wraps in Austin showcased copywriting with nods to local culture mentioning things like breakfast tacos and Zilker Park (ifykyk). And as a former Texan—I can attest!
Owned Channel Content
These families had SO much to say, and I was all ears. 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.
Behind. The. Scenes.
Additional Credits:
Production Company: Corvus Creative
Co-Directors: Courtney Wall & Emma Gaines Ross
Producer: Jamie Silver
Copywriter: Elena Owens
DP: Tamino Castro
Art Director: Betty Montaño
Editor: Neon Rabbit
& many more hard workers!