#SHOWUSYOURVILLAGE
For nearly a century, the Gerber Baby contest focused on the individual. Moving into 2026, the brand needed to shift from celebrating a single face to honoring the entire ecosystem of modern caregiving.
We were tasked with revitalizing the iconic talent search after a two-year hiatus. I identified a strategic opportunity to evolve the "Gerber Baby" into the "Gerber Family." The goal was to build a creative framework that replaced traditional competition with inclusive, community-driven storytelling.
I originated the "#ShowUsYourVillage" concept and executed the campaign's centerpiece—a high-fidelity teaser film—from ideation to final cut. To achieve an emotionally resonant story, I worked with copyright free footage and implemented AI voice-dubbing for the voiceover.
While I focused on the end-to-end production of the video campaign, I acted as the creative lead for the team, providing the vision they used to develop the supporting press and social media assets for our final executive pitch.