Swingit, a premium playset brand, needed a fresh way to connect with a growing, diverse audience—families across all kinds of spaces and lifestyles. Their biggest edge? Fully custom playsets that adapt to each child’s personality and play style.

I served as art director and production lead for the full campaign, overseeing both visual direction and on-the-ground execution across two summer shoot days in New York and New Jersey. This include

• Directing five story-driven video spots, each focused on a unique child personality pairing
• Coordinating multiple shoot locations and set builds on a tight timeline
• Sourcing and managing local vendors, stylists, and a cast of real kids and families
• Shaping the tone and energy of the campaign visuals—from wardrobe to shot framing—to match Swingit’s elevated, joyful new brand voice

The Creative:
Built around the tagline “For every fun,” each scene paired contrasting kid personalities—a ringleader and a follower, a toddler and a teen, a wild child and a bookworm—to show how Swingit’s custom sets bring joy to every type of player.

Photography captured high-energy, candid moments with bold angles and action-in-motion. The videos leaned into playful storytelling with a cinematic feel—each one a mini story designed to resonate emotionally and visually with parents and kids alike.

The Impact:
The storytelling-forward campaign stood out in a crowded ad season. Swingit saw a notable spike in inquiries during their peak sales window, and customers began referencing specific characters and ads when talking to the sales team. The campaign successfully cemented Swingit’s position as the leader in custom, personality-driven play experiences.

Agency: Ptex Group