The transformation of a baby nursery room. It's where soon-to-be parents put their imagination to the test and create a space before the little one arrives. We got the chance to capture three unique stories from real couple's out in the world - stories about adoption, a surprise pregnancy and about a family needing to make-do in their tiny space for their big family. We called it Baby Digs, and each nursery was furnished with all things Target Baby. We even partnered with Joy Cho who helped these expectant parents recreate these same looks back in their own homes. 

Along with that, we curated social posts specifically to celebrate all the dads out there. We created an entire series called Strollin', featuring real dads with their real babies out in the real world. Capturing the diversity in these dads and families, from a same-sex couple to a Hispanic dad and son, was one of the most important element within this campaign. It allowed Target to open up a conversation and celebrate what relationships in modern America really look like.