Baby Room
Baby Room
The Baby Room is a complete rebranding of Smyths Toys’ baby department, redesigned across every level of communication and customer experience. From a refreshed visual identity and defined tone of voice to a new photo and video production strategy, the project delivers a full 360° transformation, aimed at building a deeper, more confident connection with today’s parents.
GALWAY,IE
2021 - ONGOING
Branding
REBRANDING
GUIDELINES
ADS & CAMPAIGNS
IN-STORE
Direction, Management
VIDEO PRODUCTION
CAMPAIGNS
TEAM LEADERSHIP
Brief, Concept & Solution
Although Smyths Toys is well known as a destination for toys, gaming and outdoor fun, its baby offering hasn’t yet earned the same level of trust or recognition. The challenge was to turn Babyroom at Smyths into a place that feels credible, expert and genuinely supportive, a space that today’s parents can rely on.
The concept focused on elevating Baby Room into a quality-led department, curating the best brands and essentials while adopting a voice that’s both knowledgeable and empathetic. More than just selling baby products, it’s about becoming a trusted partner for families, speaking with warmth, clarity and real understanding.
Creative Content to Drive Marketing Impact
A comprehensive set of visual assets was developed to showcase product features across key touchpoints, including animations, video, digital banners, and in-store content, all aligned with the brand’s strategic positioning. The campaign also extended to TikTok, combining organic and paid content to drive engagement and reach.
2024
Full Video Production in Italy from Turin, to Milan and Como
From Galway to my hometown Turin, and then to Milan, I took a leading role in shaping the concept and guiding its execution. Working closely with the agency team and the DOP, I ensured that the creative direction and production efforts aligned seamlessly to bring the vision to life.
BABY ROOM CAMPAIGN
TURIN / MILAN, IT
2024
Format
TVC / YOUTUBE /
SOCIAL MEDIA / WEB
Production
AXLAND
GLOBEND
Creative Director
ANDREA DUCI
Directors
ANDREA DUCI
RENATO LAMBO
ANDREA bORGO
DOP
MATTIA BONANNO
Brand Manager
ANDREA DUCI
MARTINA RUANE
AOIFE GREG
Watch more videos below
BABY ROOM CAMPAIGN
TURIN / MILAN, IT
2024
Format
TVC / YOUTUBE / SOCIAL MEDIA / WEB
Production
AXLAND / GLOBEND
Creative Director
ANDREA DUCI
Directors
ANDREA DUCI / RENATO LAMBO / ANDREA bORGO
DOP
MATTIA BONANNO
Production
AXLAND / GLOBEND
Brand Manager
ANDREA DUCI / MARTINA RUANE / AOIFE GREGG
Watch more videos below
2024
Full Video Production in Italy from Turin, to Milan and Como
From Galway to my hometown Turin, and then to Milan, I took a leading role in shaping the concept and guiding its execution. Working closely with the agency team and the DOP, I ensured that the creative direction and production efforts aligned seamlessly to bring the vision to life.
Baby Room
2025
Baby Catalogue
All shots captured during the photo shoots in Italy were repurposed across digital channels and featured in the official 2025 catalogue, available in Ireland, the UK, and Central Europe.
See more Pictures below
2025
Baby Catalogue
All shots captured during the photo shoots in Italy were repurposed across digital channels and featured in the official 2025 catalogue, available in Ireland, the UK, and Central Europe.
See more Pictures below
