HALLMARK BABY + TARGET: Pitch Video

PROBLEM:

• Hallmark needed to complement its product and pricing pitch to Target with a compelling emotional and brand story for a Hallmark-branded baby line.

• The brand also aimed to demonstrate cultural relevance by authentically engaging bi-cultural Hispanic families—one of the fastest-growing consumer segments.

SOLUTION:

• Guide the team in defining the brand essence: a baby is everyone’s baby.

• Storyboard and creatively direct an emotionally resonant video that brought this idea to life through the lens of a bi-cultural Hispanic family.

RESULT:

• Secured Hallmark’s first baby product placement in Target

• Repurposed video for Hallmark Baby’s Amazon storefront

• Strengthened Hallmark’s equity as an emotional content partner to Target