Baby and kids’ fashion advertising has moved outside the boundaries of tradition at last. Leo Burnett Dubai and Tinygiant director, Trevor McMahan, have created a series of little boss stories for Babyshop, the kid’s fashion brand across Africa, Middle East and Asia, in line with the director’s dedication to “telling the next story better than the last”. The cinematic campaign and its adorable stories go far beyond the typical shoot.
Shot on location in Tbilisi, Georgia, the videos depict a larger-than-life world where children take the spotlight as the ultimate heroes. Stylish, self-assured, and full of charisma, the young stars of the campaign embody Babyshop’s blend of quality and fun. The concept centers on presenting kids who exude confidence beyond their years, brought to life through a visually dynamic narrative infused with humour and charm.
Each of McMahan’s films is a cinematic spectacle, blending the visual sophistication of a Paul Thomas Anderson film with the unapologetic energy of a DJ Khaled music video. Bold cinematography and carefully curated lighting and sound design ensure that Babyshop’s products, along with stylish kids’ clothing and accessories, leap off the screen. These elements give the campaign premium appeal while staying true to Babyshop’s mission of delivering “lots more for less”.
Credits:
Client: Babyshop
Babyshop Marketing Head: Mitin Chakraborty
Agency: Leo Burnett Dubai
Head of Production: Shereen Mostafa
Creative Director: Divyan Kriplani
Copywriter: Farhan Siddiqui
Art Director: Syed Shuja
Account Director: Vicky Kriplani
Agency Producer: Upasana Kumar
Director: Trevor McMahan
Production Company: Feel Productions
Executive Producer: Sandip Shivtarkar
Production Manager: Angee Ibrahim
Local Production Company: Film Asylum
Local Producer: Vako Kirkitadze
Production Manager: Natia Chitaia
Location Manager: Giorgi Gurgenidze
DoP: Aeyaz
Production Designer: Teona Tigishvili
Art Director: Mamuka Esadze
Wardrobe Designer: Tatia Bichiashvili
AD: Dea Tcholokava
HMU: Nino Gugushvili
Gaffer: Data Khupenia
AC: Givi Tukhareli
Editor: Neda Zag
Colour Grading: Ana Escorse
Post Production Producer: Jayvee Banaag
