Gerber
I have photographed a lot of things in my career. I have never listened to ten hours of baby music in a single day before. I have now done it multiple days in a row. My ears are fine. Probably.
We shot this campaign across two very different environments: a rented house that we turned into a home, and a studio with a full set designer who made magic out of nothing. The logistics alone were a project. But that is always the part that gets me, honestly. The gap between “here is a brief” and “here is a final gallery” is filled with a hundred decisions no one sees. The right light in the right room. The set that feels lived-in instead of built. The moment a baby actually looks at the camera, which, for the record, happens on their schedule and no one else’s.
One of the best things about commercial photography is that it asks you to create something that feels completely real, inside a situation that is entirely constructed. That tension is where the interesting work lives.
Gerber asked us for warmth, joy, and the specific kind of love that only exists between a parent and a very small human. I think we got it. The Gerber, Element, and Go Full Contact team brought everything, even after the baby music.
The video ads
In Times Square | New York
Some of our favorite photos
The motion piece in Times Square!
and the behind the scenes
Thank you to a spectacular team!
