Chris Chao

THE CHALLENGE Jergens, a trusted skincare brand for over 128 years, had never ventured into the baby category, a surprising gap for a brand built on comfort and care. With the launch of Baby Jergens, the client needed a highly distinctive campaign and a robust library of content to introduce the line, break through the crowded baby skincare market, and drive purchase intent. The challenge: create a year’s worth of fresh, emotionally resonant content that communicated everyday comforting care while connecting authentically with new parents navigating an overwhelming, unfamiliar world. THE IDEA & PROCESS A Familiar Kind of Feel-Good. Rooted in Jergens’ master brand positioning of “A Feel-Good Feeling,” this evolved platform redefined the feeling for new parents. Amidst the chaos of new parenthood, Baby Jergens becomes a trusted, familiar touchpoint, giving parents the trust to trust themselves. The Content Approach We developed a content strategy designed to balance emotional storytelling with relatable authenticity. The goal: create a versatile content ecosystem that could live seamlessly across social, digital, retail, and CRM, all centered around the warmth, connection, and everyday rituals of care. The Look & Feel We created a distinct visual identity that felt unmistakably part of the Jergens world yet evolved for a new generation of parents. The aesthetic was soft, playful, and light-filled, “baby-fied” with gentle color palettes, cozy textures, and natural warmth that captured both tenderness and trust. It honored Jergens’ heritage of comfort while introducing a fresh, modern sensibility for the baby category. THE PRODUCTION To bring the idea to life, we executed a large-scale, two-day shoot capturing both still and motion assets simultaneously: • 2 locations • 40 total cast members (including 22 babies) • Director, videographer, and stills photographer working simultaneously • 16 videos • 1,000s of stills (product, lifestyle, and parent-baby moments) • 100s of short-form video snippets • Behind-the-scenes content By capturing stills and video side-by-side, we maximized efficiency and consistency, delivering enough high-quality assets for a full year of content, all while maintaining an elevated, cohesive aesthetic across every touchpoint. THE RESULTS The shoot delivered a massive, flexible content library that fueled Baby Jergens’ launch and sustained its storytelling across all channels for an entire year. Deliverables: • 16 full-length hero videos • 100s of video snippets for social and digital • 1,000+ stills (product, lifestyle, and emotional moments) • Complete content suite for paid, owned, and earned media The result: a beautifully cohesive brand world that felt both new and familiar, soft, comforting, and distinctly Baby Jergens — helping Jergens enter the baby category with the same warmth, trust, and timeless appeal that generations have loved. graphicdesigner creativedirector artdirector socialcontent

• Art Director
• Brand Designer
• Content Designer
• +3

THE CHALLENGE After decades as one of America’s most trusted family moisturizers, Jergens was finally expanding into baby care, a major launch for the brand. Our task: design gift packaging for key retailers and influencer/PR boxes that captured the warmth, love, and heritage of Jergens, while introducing a modern, memorable look for a new generation of moms. THE IDEA The new Baby Jergens Collection featured charming illustrations of animal mothers with their babies, a perfect expression of comfort and connection. We brought those illustrations to life in bold, contemporary ways: Gift packs: We used a soft pastel palette and enlarged the heartwarming animal illustrations to wrap around the front and sides of the pack, making them the hero of the design. The composition balanced warmth and modernity, giving the packaging both strong shelf presence and emotional appeal. Our goal was to create a design so special it needed no wrapping, a ready-to-gift piece perfect for baby showers and new moms. InfluencerPR boxes: We extended the family of illustrations into a playful pattern that wrapped the interior of the box in warmth and charm. When opened, it played the signature Jergens jingle reimagined as a gentle lullaby, creating a multisensory surprise that turned an unboxing into an emotional brand moment. THE RESULTS • Gift packs sold out within 24 hours of launch. • Record engagement from creators and influencers sharing their unboxing experiences. graphicdesigner creativedirector artdirector designer

• Art Director
• Brand Designer
• Creative Director
• +4

THE CHALLENGE After years of declining sales and slipping market share, Jergens needed a refresh, and not the gentle kind. Once beloved, the brand had become known as your grandmother’s lotion: a nostalgic relic in a category that had moved on. The challenge: How do you make a 128-year-old lotion brand feel relevant again without losing its warmth, heart, or familiarity? As Jergens looked to evolve from a heritage favorite to a modern must-have, the team set out to reintroduce the brand to a new generation, one that values authenticity, wit, and emotional connection as much as results. THE IDEA The Feel-Good Feeling of Jergens This was Jergens’ first-ever masterbrand campaign, an opportunity to unite the entire portfolio under one emotionally resonant idea. At the heart of “The Feel-Good Feeling of Jergens” was a simple truth: when you feel comfortable in your own skin, you feel more comfortable connecting with others. We set out to go beyond skincare benefits and celebrate the emotional benefit of Jergens, that warm, familiar, skin-to-soul comfort people have trusted for generations. The idea redefined what “feeling good” means today, not perfection, but authenticity, humor, and human connection To bring that spirit to life, we did something the body lotion category hadn’t dared to do. We used humor. We gave Jergens a confident, witty voice full of charm and self-awareness, something fresh, modern, and unmistakably human. And to tell the story, we partnered with Bryan Buckley, the “King of the Super Bowl,” and the director with the most Super Bowl commercials in history. His ability to blend cinematic polish with comedic timing made him the perfect fit to bring Jergens’ campaign to life. We launched the campaign with Leslie Mann and her daughter Maude Apatow, whose natural chemistry captured the relatable, often hilarious honesty of mother-daughter relationships. Their effortless warmth and wit set the tone for the brand’s new direction. Building on that success, we later expanded the campaign with additional comedic talent to keep the storytelling fresh and relatable across audiences and formats. The campaign spanned TV, online video, social, print, and PR, creating a consistent, feel-good world across every touchpoint. THE RESULTS With a renewed sense of humor, heart, and humanity, Jergens reclaimed its place as the go-to lotion that makes everyone feel good, in their skin and in their world. Highlights: • First-ever celebrity and masterbrand campaign delivered 11.8% sales growth • 75% sales lift for Wet Skin Moisturizer at Walmart through strategic creative and shopper alignment • Significant increases in brand love, relevance, and purchase intent The campaign brought wit, warmth, and a little sass to the body care aisle, proving that when you feel good in your skin, everyone can feel the feel-good feeling of Jergens. graphicdesigner creativedirector designer socialcontent artdirector

• Art Director
• Brand Designer
• Content Designer
• +3