Safe so they can.

In 2025, we pitched Graco a new creative platform rooted in a simple idea: Safe, so they can. Our vision was to reposition safety not as an endpoint, but as the starting line for imagination, exploration, and growth. We led the art direction for a generative AI-powered concept, building a world where safety unlocked possibility. Where dragon lairs, cloud cities, and starlit adventures awaited. Each visual was grounded in childhood wonder, anchored by the idea that when kids feel secure, they’re free to be fully themselves. While the concept wasn’t produced, it left a lasting impression, reshaping how the brand thinks about safety, story, and the power of possibility.