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Assignment: Create a holistic campaign that drives awareness and purchase of the improved Pampers and Luvs products, positioning CVS as the home for innovation and convenience in the diaper category.

Solution: Creative directed and co-designed a winning umbrella campaign that branded the baby department at CVS and disproportionally drove sales of P&G brands. The digital, in-store and out-of-home touchpoints reminded moms that CVS is an easy, convenient and cost-efficient store to get the very best for baby.