BABY JERGENS_ Content Creation

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.

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