Britax Galaxy 360

The Challenge

Britax was preparing to enter the rotating convertible car seat category after several competitors had already reached the market. The company had taken additional time to refine the product and incorporate feedback, so the launch needed to introduce Galaxy 360 with clarity, confidence, and a story that showed why it mattered to families.

The challenge was larger than producing a commercial. We needed one creative idea that could connect the product story across video, photography, animation, packaging, retail, digital, and social.

The Creative Idea

The central idea followed one family through several stages of a child’s growth.

The same mother and father appear throughout the story as their child progresses from infant to toddler to an older child. That structure gave us a simple and relatable way to demonstrate how Galaxy 360 grows with a family while keeping the product benefits at the center of the story.

It also gave every part of the campaign a shared narrative. The commercial, photography, animation, and supporting launch assets could all feel connected because they came from the same idea.

My Role

I helped lead the creative development from the ground up, working closely with the Brand Director, copywriter, designers, photographers, videographers, production partners, executive leadership, vendors, and talent agencies.

My involvement included vendor research and selection, concept evaluation, presentations to leadership, storyline development, script refinement, talent selection, locations, vehicles, production schedules, shot lists, photography direction, video direction, animation direction, on-set feedback, editing review, and post-production.

I also directed designers as the launch expanded into social, digital, retail, and packaging assets.

Building the Production

The commercial was a $90K+ production with many interconnected decisions.

Creative direction meant looking beyond individual frames and understanding how casting, locations, vehicles, lighting, camera movement, product demonstration, animation, and editing would work together. I reviewed details such as animation camera angles, lighting and shadow, the relationship between live action and product visualization, and how the final edit carried the story from one stage of the family’s life to the next.

My role was to help keep the creative idea intact while working through the practical realities of production.

Directing Across Disciplines

The launch required specialists across live-action video, photography, 3D animation, design, copy, packaging, and production.

I did not need to perform every discipline myself, but I needed to understand enough about each one to ask useful questions, give clear feedback, and connect the work. That helped the teams make decisions together instead of treating the commercial, product imagery, animation, and launch materials as separate assignments.

Turning a Campaign Into a Launch System

The work extended beyond the hero commercial into the assets needed to bring Galaxy 360 to market.

We developed photography, animation, social content, digital materials, retail support, and packaging around the same product story. The system needed to work across different formats and customer touchpoints while keeping the launch recognizable and consistent.

That approach allowed the central idea to carry through the campaign without forcing every execution to look exactly the same.

Retail and Packaging

Galaxy 360 was adopted by Target and by Costco as part of a bundle, which added retail-specific requirements to the launch.

I developed Target on-shelf and off-shelf packaging and helped connect those materials to the broader campaign. The work required balancing brand expression, product education, manufacturing requirements, retail constraints, and the practical need to help a shopper understand the product quickly.

The Result

Galaxy 360 launched with a coordinated system spanning commercial production, photography, animation, packaging, retail, digital, and social. The product received earned media and television coverage, reached major retailers including Target and Costco, and was introduced through an automotive show.

The project also received internal recognition through plaques presented to members of the launch team.

What I Took From It

Creative direction requires understanding enough of every discipline to connect them.

The strongest part of this project was not any single deliverable. It was building a shared idea, helping many specialists contribute to it, and carrying that idea from a $90K+ production through the practical details of a national product launch.