“Only those who take care of babies for more than 100 years knows the importance of care and affection in the life of a child.”

Johnson’s Baby celebrates life with a delicate and exciting film in homage to the nurses. Maria Ines, a NICU Nurse for 24 years, has kept affectionate details of the many babies who passed through his life during the time they were in their care. Maria, who has no biological child, also has a great curiosity to know how these babies are after they have grown. On top of a building in the Brazilian city of Porto Alegre, Maria had a chance to rediscover many of her “children” alongside old photographs projected on surrounding buildings. This reunion proves that what is built in the first days of life is much more than a relationship because a bond is forever.

Collaborating with the Brazilian advertising agency DM9, I created custom typographic illustrations that would be overlayed on top of the video. These illustrations would highlight key moments in the video (such as the baby’s first bath) and help reinforce the Johnson’s brand by integrating their color palette and typography. The challenge was to create the overlays for all of their non-English speaking markets such as Saudi Arabia, Japan, Brazil and India since they were originally created in English for Johnson’s US and UK markets.

Storyboards with custom-designed type treatments.