Making parenting priceless from scrolls to stroll
Overview
Human-focused and social-first
UPPAbaby builds products that work hard, look stylish, and last as long as parenting demands. But some of the brand content had slipped into the “sad beige” trap—endless product shots with little spark. To launch the Cruz V3, we broke the brand free from looking like product wallpaper and brought it to life with human-first, story-driven, and social-first content designed to excite today’s Millennial parents.
Opportunity
Emotionally connection with parents
UPPAbaby had bold growth goals—but rivals were coming in hot, swinging at their higher price point. With product-heavy messaging, the brand risked getting stuck in comparison battles instead of differentiating itself. We needed to connect the Cruz V3 to parents’ values and identity, not just their wallets.
Strategy
Make UPPAbaby priceless for parents
UPPAbaby had bold growth goals—but rivals were coming in hot, swinging at their higher price point. With product-heavy messaging, the brand risked getting stuck in comparison battles instead of differentiating itself. We needed to connect the Cruz V3 to parents’ values and identity, not just their wallets.
Idea
It’s more than baby gear
It’s the freedom to parent—and live—on your own terms. We brought UPPAbaby’s tagline, Parenthood, Understood, to life with real families and real moments. The Cruz V3 became part of their story, elevating the brand above the competition and proving it’s totally worth it.
Activation
Use real families to impact real results
We captured real life with families in real situations to tell how the UPPAbaby Cruz V3 is the right stroller from day one to every day. We even used families with babies and toddlers, having them play younger and older versions of the same child to show how the stroller grows with your family.
Short-form stories for social, included a mix of video, carousel, and static shots that focused on product key features in a natural way.
Digital content for their website and email mixed the real families creative campaign with a real-to-life tone of voice to build intrigue and interest in the Cruz V3.
With all the footage we captured, we cut multiple videos that showed how the Cruz V3 covered every stage of parenthood—first-timers, age transitions, or even adding another—keeping the story relevant and relatable.
