Carter’s
Inclusive Family Storytelling, Influencer-Led Narrative, and Everyday Experiences
Getting dressed is never just about clothes.
It is about ritual. Belonging. Memory. Who we are becoming and who we come from.
For Carter’s, we built the idea of familyhood as something expansive and lived-in. A framework that honors all families, their traditions, and the quiet meaning stitched into everyday moments. My role was to help shape this philosophy into stories that felt intimate, recognizable, and real.
This influencer-led campaign began at the idea stage. I drafted each creative concept from the ground up, identified and sourced the right talent, and shaped bespoke narratives for each featured family. From briefing talent to writing voiceover scripts, I ensured each content piece was grounded in emotional truth and aligned with Carter’s warmth and legacy.
The work came to life through three distinct perspectives, each exploring what getting dressed can mean across different family contexts.
The first content piece centers on the legacy of the Gross family’s HBCU homecoming. A tradition passed down through pride, preparation, and intention. Getting dressed becomes an act of remembrance and celebration, honoring history while welcoming the next generation into it.
The second follows a young boy with two dads who uses affirmations as part of his daily routine. Clothing becomes a source of confidence and self-belief. A way to step into the world feeling seen, supported, and loved.
The third piece captures the imagination of Cristina Martinez’s daughter. When she pulls on a pair of OshKosh overalls and picks up a paintbrush, getting dressed becomes an invitation to create freely with her older sister.
Across all three, the writing and direction treat children as whole beings with inner lives. The clothing does not lead the story. The families do.
Impact: A social campaign that expanded the definition of familyhood and reflected the many ways modern families show up for one another. The work reinforced Carter’s brand as one that understands that getting dressed is not just about style but about identity, tradition, and care.
