A NEW CARE.COM
To relaunch Care.com, we needed to transform the brand from a transactional utility into a trusted brand for all care. For its first-ever brand platform, we decided to subvert category tropes of idealistic and perfect care scenarios, and show honest, real moments of care. Launching across streaming and social, we chose to create authentic films that felt like slices of real life.
VISUAL WORLD
For cohesive identity, the spots were crafted to feel like narrative doors into the wider world of Care.com, retaining elements of their colour palette whilst working with the lifestyle photography and wider design to create a visually distinctive brand in the typically more clinically-designed care category.
DIRECTORS: MATT LAMBERT @ OBJECT & ANIMAL
AGENCY: BANDITS & FRIENDS
LEADS: DANNY GONZALEZ, DAVID SUAREZ, ROB MCQUEEN, NICK BAUMAN
COPYWRITER: JARED BROCKBANK
PRODUCERS: CARLOS VALDIVIA, TARA LEINWOHL
DOP: MICHAEL "CAMBIO" FERNANDEZ
EDITOR: NINA SACHAROW @ CABIN
COLORIST: FERGUS MCCALL @ RARE MEDIUM
SCORE: RALPH HEIDEL
PRESS:
LBB, ADAGE, BUSINESS WIRE, CAMPAIGN US, FAST COMPANY
WHEN IT'S NOT YOU
it's care.com
🏆 Effies (Bronze)
How do you get people to care about Care.com again? We got honest about care. Really honest. It’s the happiest, hardest, most rewarding thing you can do. The only ones who fully understand are the ones who care themselves. We created the platform “When It’s Not You, It’s Care.com” to reposition the brand and share truths through empathetic narratives.
ART DIRECTOR
