Case Study 01

The Safest Place
Outside Your Arms.

Director Rick Wayne
Client Graco / Newell Brands
Agency Brand Imagination Group
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01 — Vision First

I cut the film before we shot it.

Pulled together a sizzle from existing Graco spots, stock, and library music. So the room could see what I saw. Then I went out and made the film.

Before · The Sizzle
After · The Final Spot

That's the job. See the film before you shoot it. Then go shoot it.

02 — The Craft

Real parents. Real babies.

Every choice in service of the vision.

Casting
Real parents, real kids. Cast for the look in the eye when someone hands you a baby.
Camera
Anamorphic. Body-close. Long lens on the holds. The camera belongs to the parent.
Product
Demonstrated through life's real moments. Show don't tell. That's how you connect the brand to a feeling.
Music
A modern reimagining of Sonny and Cher's iconic "I Got You Babe." A reinterpretation of the original message. Lodges into the mind for weeks.
Cannes Lions 2026 Film Craft · A07 — Licensed / Adapted Music
03 — What Happened

The numbers came in.

Vision first. Craft second. Numbers third.

+3.5pt
Category share gain in Q4 2025 — the largest single-quarter move in the brand's recent history.
Source · Circana
1.5B
Total impressions across the campaign — exceeded the 1B goal by 59%.
Q4 earned · 1.59B (159% to goal)
#1
Car seat & stroller brand in Registry demand — Amazon, Babylist, Target & Walmart.
#1
In Safety on the Brand Health Tracker — the perception we set out to win.
#1
On Babylist — beat Nuna for the top spot in the most competitive registry platform.
37%
Unaided awareness
+9 pts YoY
32%
Brand promise association
+4 pts
61
Net Promoter Score
Brand Love · 61%
97%
Consider-to-purchase conversion
Funnel collapse
+$43M
Babylist Registry Size growth — Graco was the platform's top growth driver.
+65% growth
171
Q4 earned media placements (98% to goal) across consumer, parenting & trade press.
Most
Trustworthy brand in the category.

All of that came after the rough cut said yes.