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Children's Clothing Brand Campaign Highlights the Perseverance of Today’s Working Parents

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Carter's 'Made for This' was created by VB+P and directed by Stink's Eliot Rausch

Children's Clothing Brand Campaign Highlights the Perseverance of Today’s Working Parents

Carter’s, America’s most recommended children’s clothing brand, has just released their third installment to their “Made for This” campaign, created in partnership with Venables Bell + Partners.

The newest video entitled “Work Email,” shows a woman navigating her life as both a professional and a new mother. In the spot, she returns home and reads an encouraging and supportive after-hours email from her boss before changing gears and soothing her newborn.

“As a company, Carter’s has spent over 150 years by parents’ sides. We’ve been there for the challenges that every parent inevitably faces, and for the many joyous milestones,” said Jeff Jenkins, EVP, Global Marketing, Carter’s Inc. “Our ‘Made for This’ campaign comes from a place of optimism and looks to remind parents of their inner strength and resilience, things that feel especially important to recognize during these unprecedented times.”

VB+P Group Creative Director Matt Keats added, “Juggling professional and personal lives has never been harder, or more important. This opportunity to partner with Carter’s and acknowledge the struggle and celebrate the perseverance and triumphs of working parents means so much to us. The reality is, these emails don’t happen often enough, and we feel this is exactly the empathetic message parents need at this moment.”

“Work Email” was directed by Eliot Rausch and Stink Films, who also directed and produced the last spots for this campaign, “Voicemail from Mom” and “Bedtime Story.”

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CLIENT : Carter’s

EVP, Global Marketing: Jeff Jenkins

VP, Brand Marketing: Jenna Bromberg

Sr. Creative Director: Darryl Powlus

Brand Marketing Director: Lauren Couch

Brand Marketing Manager: Breanna Brimberry

AGENCY | Venables Bell + Partners

Founder, Chairman: Paul Venables

Partner, President: Kate Marceau Jeffers

Partner, Chief Creative Officer: Will McGinness

Group Creative Director: Matt Keats

Group Creative Director: Matt Miller

Associate Creative Director: Ellie Aliabadi

Sr. Copywriter: Collin Smith

Group Brand Director: Sara Shields

Head of Integrated Production/Producer: Hilary Coate

Director of Business Affairs: Quynh-An Phan

Managing Director/Head of Strategy: Gavin Jones

Senior Strategist: Gabi Levi


Director: Eliot Rausch

DoP: Corey Waters

Production Designer: Ron Hellman

Executive Producer: Fran McGovern

Executive Producer: Elizabeth Minzes

Head of Production: Ari Schneiderman

Producer: Eric Escott

EDITORIAL | Cosmo Street

Editor: Marlo Caine

ASSIST: Moss Levenson & Lee Williams

EP: Maura Woodward

HOP: Anne Lai

PRODUCER: Amanda Slamin


Flame Artist: Jon Magel

Producers Cara Flynn & Michelle Cevallos
COLOR | The Mill

Colourist: Daniel de Vue

Senior Executive Producer: Meghan Lang Bice

Color Producer: Gabriel Wakeman

Colour Production Coordinator: Alex Zhao

Colour Assist: Zack Wilpon

MUSIC | Hook & Line

Producer: Bernardo Castro

Executive Producer: Abby Diamond

Creative Director: Bryan Senti

AUDIO FINISH | Handsome Sound

Mixer: Eben Carr

Genres: Storytelling

Categories: Clothing and Fashion, Day Wear

Venables Bell + Partners, Thu, 17 Feb 2022 09:43:07 GMT