HATCH
Going from beloved product to beloved Brand
Hatch was a performance marketing org with some popular nightlight/alarm clock products.
I was hired to help them uplevel creative and become a brand people believed in.
The Shift
This wasn’t about winning on the nightstand. It was about getting people to care about sleep.
Our POV
Sleep isn’t passive. It’s a decision you make.
An early billboard we launched, putting our POV into the world.
The Enemy
Everything in the world that conspires to keep you awake.
“A Million Things Don’t Want You To Sleep” Campaign
Showing what sleep is up against.
100% stock video. No shoot. 6X the average YouTube ad performance.
Your parent brain doesn’t want you to sleep.
Your social media feed doesn’t want you to sleep.
Real estate doesn’t want you to sleep.
Hatch Holiday Campaign
Giving people permission to opt out.
NYE (New Years Early)
8pm fireworks show over NYC so those who didn’t want to stay up late didn’t miss out.
Tuck-Ins
The product marketing team came to me with a simple feature called “messages”.
It allowed anyone you approve to leave a message on a child’s Hatch.
We renamed it and added an emotional component:
Tuck-ins. Bring your village to bedtime.
From concept, to script, to final animation in only two weeks.
Hatch Village
Tuck-Ins subscriptions were harder with newborns. They don’t recognize voices yet.
So we added the idea of the Hatch Village.
A way for loved ones to support parents in the first lonely, challenging months.
Photo & Video Shoots
Our goal for shoots:
Hatch-level beauty, at scale.
The Shift
I took the lead on both Creative Direction of the shoot and cross-functional planning, so one shoot could replace four, with everyone getting what they need.
The Results
Successful shoots for our child products, adult products, lifestyle campaigns, and future experimentation. All in one. All with the right mix of real life & polish our brand represented.
