BabyShop,,

“Nap Like a King”

Leo Burnett Dubai
Creative Director Divyan Kriplani
Copywriter Farhan Siddiqui
Art Director Syed Shuja Hussain

The opportunity

Campaign Ideation | Character Development | Art Direction | Film Treatment | Production Leadership

The Opportunity

Babyshop had a strong value proposition, but value advertising in the category often looked functional and forgettable. The opportunity was to make affordability feel entertaining, fashionable and culturally alive.

The Big Idea

Babies already rule the house. Let them live like royalty.

Nap Like a King turned an everyday parenting truth into an expressive character world. Babies became miniature icons of status, confidence and attitude, bringing the promise of “Lots More for Less” to life without relying on conventional retail messaging.

Creative Leadership

Set the campaign territory and fashion-film language from the first visual boards to the final frame. Directed character development, casting, styling, performance, production design, framing, camera movement and edit rhythm, ensuring every creative decision reinforced both entertainment and product value.

Impact

Expanded Babyshop beyond traditional children’s retail communication and gave the brand a more confident entertainment voice. The campaign turned a promotional promise into a memorable character platform that could stretch across films, products and personalities.

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Appendix

Official filmhttps://www.youtube.com/watch?v=_faevCtiJpU

Campaign Middle East featurehttps://campaignme.com/why-babyshops-latest-ads-feel-like-a-love-letter-to-90s-advertising/

Campaign Middle East Top 15 recognitionhttps://campaignme.com/the-anual-top-15-film-campaigns-of-2025/

Little Black Book coveragehttps://lbbonline.com/news/babyshop-unveils-cinematic-brand-campaign-video-directed-by-award-winning-director-trevor-mcmahan

Little Black Book Creative Libraryhttps://lbbonline.com/work/128361