Creativity is the best gift.

Is it okay to let tech become your kid’s babysitter? As a father, it’s a tough call. Sure, the kids stay entertained on long trips, you get to focus on the road, or you catch a much-needed breather while they’re on the iPad. But is all that screen time actually good for them?

This holiday campaign didn’t try to answer all of that. It shined a light on how technology can nurture imagination and help kids express their emotions and ideas. In the end, it’s not about whether tech is inherently good or bad, it’s about how we choose to use it, or teach them how to use it.

Role Creative Director | TBWA\ Media Arts Lab

Partner Robbin Ingvarsson

Team Sean Park

Directed by Mark Molloy