The California Beach Co.
Branding + Product Innovation
The Ask: Get millennial parents to purchase our playpen over cheaper copy-cat alternatives by creating more sophisticated content that elevates our brand and justifies our price point across omni-channel touch points.
Below you will see our brief + production deck. We wanted to capture a wide range of scenes to use as evergreen assets as well as summer paid social campaigns (Mother’s Day, Memorial Day, and the 4th of July).
We then adjusted the overall look & feel of our creative to modernize the brand personality. Using a simplified color palette, radiant lifestyle imagery, and an elegant typeface we have a more polished tone and better align with our core audience — millennial moms
Creative Partners:
ECD: Mallory Ashwander
ACD - Copy: Val Delgado
Designer: Hanna Cope
Copywriter: Mark Hoban
Production: Brad Johnson, Fabian Ray Owens, Mike Fahey, Darshak Zala, Jason Badgett
Video Editor: Chris Thomas
Role:
Creative Direction + Strategy
Photo/Video Production
Project Management
We wanted to capture content that had a “golden hour” glow, imagery that portrayed real emotion and was natural & vibrant.
DTC Website
Amazon Product Detail Page
New Product Innovation - Color Exploratory
