Carter's Oh What Fun Campaign 2019

Carter’s, the child clothing brand, came to us wanting an in-store experience that would promote their line of holiday pajamas. We were signed off to launch all of the following. Unfortunately, because of an unexpected budget restraint, we were not able to implement everything. The following is the experience we expected to create in December of 2019.

  • Created and designed physical experience
  • Art directed additional assets

Harry Poole (VP of Client Services)
Fredda Hurwitz (Chief Marketing Officer)
Sam Hanks (Creative Director)
Taheera Tim Kee (Account Manager)
Daniel Judge (Account Coordinator)
Brielle Clearfield (Producer)
Jameson Klug (3D Artist)


Getting kids into their pajamas for bedtime is not always easy. However, when you put your pajamas on, you can be transported to magical worlds through your dreams. We created a story around a new character, PJ the Penguin, who guides children on this magical journey.

In an Atlanta-based mall, we were slated to create an inflatable igloo that would house the story of PJ and his friends. Customers would initially be greeted by cookies and hot cocoa. Inside, on large storybook cutouts, you could read about PJ, enjoy periodic story hours in front of an intricate cityscape set that doubles as a photo opportunity, and view pajamas for purchase.

Outside the igloo, customers could receive complementary hot cocoa and cookies.

Inside the igloo, you can walk around and read about PJ and his friends.

Periodically, there would be a storytime session where a brand ambassador would read our custom storybook.

When storytime is not in session, the backdrop would double as a photo opportunity where parents could receive digital copies of their photos sent to their email address. The photo opportunity also would include interactive elements such as steam coming from the train and lights flickering in the windows.

Pajama samples would be available in the igloo. Parents could order pajamas there and have a brand ambassador deliver the correct size to them upon departure.