The brief

My 1st Years is an online retailer for personalised baby gifts. Following some business changes in 2021 they decided to rebrand, with the aim to raise brand awareness amongst new audiences, acquire new customers and elevate their offer. They enlisted Hurricane to lead on their video campaign.

The aim of the brand film was to drive engagement with My 1st Years’ core audiences of parents-to-be and those gifting new parents and young families. The concept needed to be really emotive to anyone within these demographics, so customers at each stage of the funnel not only saw and watched the video, but felt a connection and clicked through to the website and ultimately, converted to sale.

We developed a multi-channel strategy with a clear customer journey, offering opportunities to demonstrate ROI throughout. Our campaign concept was based on celebrating the joy in early parenthood of a baby’s first steps – tapping into the precious memories these moments can hold and the anticipation for new parents of what’s to come.

What we did

In response to the brief, our team developed the creative concept and tagline ‘Tiny Moments. Big Memories’ aiming to capture the joy of real babies experiencing life for the first time.

Our final brand film follows three babies at different stages of their development as they pass special milestones in their first years. The narrative reflects the joy parents and relatives feel when they see their little loved ones through these special moments.

Filming with babies is always an experience – it requires lots of planning, making sure we’ve got a set up that parents and babies are comfortable in – and we always have fun meeting the cast! Our crew were on their A game to make sure we captured the best action.

As our camera moves through the scenes, beautiful happy babies are framed with lively backdrops and inventive playful props. We see the delight on their faces as they experience new stages of their development. The film pops with colourful and rich art direction, stopping viewers in their tracks.

Punctuated with bold motion typography, cheeky and heartfelt titles call out the milestones, with the final message ‘Big Memories made perfect by My 1st Years’ putting the brand at the heart of the story.

We delivered multiple formats and durations for use across YouTube, Instagram, Facebook and Pinterest to maximise reach.