OBJECTIVE:

As Abercrombie’s audience enters parenthood, we saw an opportunity to extend the brand’s lifestyle across every stage, from baby and kids to the mainline brand.

CREATIVE STRATEGY AND EXECUTION:

Tiny clothes on tiny humans are an easy sell. Our challenge was to introduce the collection across newborn to 5T, highlighting stylish little looks made from quality fibers at an accessible Abercrombie price point.

01 / CAMPAIGN

02 / SITE

Beyond the campaign, our other key marketing channels gave us the opportunity to deliver more product-focused messaging, tailored to the customer experience across each touchpoint.

03 / SOCIAL

This is where some of the cutest content in the company comes to life.

Building on the voice and tone guidelines established for Abercrombie kids, defining the copy direction for Abercrombie baby came naturally: keep it cute, bright-eyed, and speak directly to the parent.

Tiny clothes, big smiles, and a whole new chapter for Abercrombie.