FamilyAlbum is a Japanese-based photo-sharing app with 23 million subscribers worldwide. That sounds great, and it is. But they needed help making a splash in the US of A, so they came to us. Our task— get first-time parents to pay attention to an app making a US commercial for the first time.

Your Family is Great. Until They're Not.

We based our work on this simple insight: When you have a baby, you have a family who wants to see the baby. One of the major stressors first-time parents deal with? Keeping close family members up to date on all the baby pictures. Their parents, grandparents, brothers, sisters, aunts, uncles—all want to see the baby.

We decided to dramatize this—by putting all of these constituencies right in the delivery room with a first-time mom and dad.

Birthing a Baby or a Commercial is the Same Thing. Kinda.

It takes a great team. So we went with our trusted partners/friends at Spang to help deliver this baby/commercial as healthy/humorous as possible. Director Jordan Rodericks found a great way to make this feel relatable, memorable and when it comes to the app itself— downloadable.