the mother
of all challenges

since the dawn of time, parents have underestimated themselves. because let’s face it… kids are hard work, and every day of the journey will present more challenges and even less praise. but as the most trusted baby brand for generations, carter’s knows one thing for certain: you were made for parenthood—the good, the bad, and the spit-upon.

so with the launch of carter’s new campaign platform, we set out to find parents in the throes of ‘making it’ and prove to them that whether they believe in their parenting prowess or not, there are plenty of people who do (including the largest children’s apparel brand out there).