The process
I've worked on multiple campaigns with Pampers before, but this one struck a different chord. After the massive success of the previous “Sleep tight, little fighter!” campaign, which won multiple Effie Awards, I was invited back to produce the music for this new initiative. This time, it was all about brand awareness around preemies and the importance of human touch.
The campaign rolled out in three stages, ending with an emotional video meant to offer support to families of premature babies. That’s where I came in.
Now, when the project first came to me, the initial idea for the music was to possibly use an existing track. For a project with so much heart, that felt a bit like trying to fit someone else’s glove. But I don’t cut corners, out of respect for the client, the team and the trust we’ve built over the years, I went ahead and composed something original, made to fit the tone and emotion the campaign needed. I even got involved in writing the lyrics this time, something I don't usually do.
I was asked for something emotional, but emotional can mean so many things. I had to figure out which emotion, which thread to follow. That guided every choice: the instruments, the vocal delivery, the structure, the tempo, the dynamic flow. Every detail had to carry that soft but unshakable feeling of fragility and hope.
The final video was minimal: a teal background and the two influencers, Adela Popescu and Dana Rogoz, singing directly into the mic. But that simplicity gave the music room to lead and carry the emotional weight. Both Adela and Dana were pros, and they followed direction with care and intention.
Compared to the previous, more robust campaign, this one was soft-spoken. It was about vulnerability, skin-to-skin connection, about the will to live and holding on. I felt it deeply while working on it.
Honestly, I was high on my own supply.
