Unilab Restime
AGENCY: AXENT, INC.
Moms needed a quick, reliable solution to soothe their babies’ colic—and a way to feel confident their little ones were okay. Colic attacks are stressful—not just for babies, but for moms too. We realized moms want a solution that acts fast, is reliable, and gives peace of mind. That’s when we positioned Restime as the superhero during colic episodes: a rescuer that responds quickly, delivers relief, and is trusted by moms every time.
My Role
- Crafted the campaign narrative and messaging framework
- Wrote social copy, banners, and digital activations
- Collaborated closely with design and brand teams to translate the superhero concept visually and tonally
THE BIGGER IDEA
This (my first) campaign taught me how to translate insight into a compelling narrative, balancing empathy with clarity, and collaborating closely with multiple teams to bring ideas to life. Relief isn’t just about the product—it’s about trust and reassurance. By highlighting how Restime responds quickly and effectively when colic strikes, we helped moms feel capable, supported, and confident, while also creating a memorable and shareable brand moment.
Gie de Jesus 