johnson’s baby | it’s pure love

protect this moment…

the tiniest moments with your baby can have an immense impact on your bond. Johnson’s wanted to remind the world that a bath isn’t just a bath, it’s pure love.

with my partner Liz, we focused on the intimacy of a small moment by punching in (as far as we could convince clients). by making these little touches feel huge, it helped us tell a universal story that resonates across borders and cultures.

we worked with Emmy-winning director Christian Weber, whose eye for photography and instinct for emotion radiated in every frame. a career highlight to collaborate with him. guy rips.

this was my first global campaign I’ve creatively directed.

director: christian weber

acd, art director: liz mamey