Build-A-Bear, “A Squeeze Away”
As VP, Brand Creative & Innovation, Build-A-Bear
Agency: Highdive / Director: Edward Andrews / Production & VFX: Picture North
Life looks a little different on the client side. Four months into my tenure at Build-A-Bear I took a big swing and brought Highdive on board to bring new depth to our beloved “Record Your Voice” offering in time for Valentine’s Day. I think I said it best in the press release: “Attention is cheap, but emotion isn’t. We wanted a powerful visual that drew viewers in, and a twist that tugged at their hearts. Highdive helped us translate that ambition into a concept where surrealism isn’t just a ploy to stop the scroll, but a way to sharpen the emotional impact.” Trust, enthusiasm, and creative ambition across BAB exec and marketing leadership made all the difference.
“New School” – US/CA/UK, Evergreen
“Grand Gesture” – US/CA/UK, Valentine’s Day 2026
“Breakup – US/CA, Valentine’s Day 2026
“The work reflects Build-A-Bear’s shift toward a multigenerational audience, framing the brand less as a children’s novelty and more as a customizable, emotionally driven gifting platform.”
“Brace yourselves for the cuteness: Ahead of Valentine’s Day, Build-A-Bear Workshop launched A Squeeze Away, a new social-first campaign depicting the brand’s adorable plushie pals as loved ones speaking directly to their intendeds through the bear’s ‘Record Your Voice’ feature.”
“The creative idea sparked from research showing that ‘A voice is just as powerful as a hug,’ positioning Build-A-Bear as the home of spoken-from-the-heart gifting. By elevating the power of recorded messages, the work brings modern emotional depth to the Build-A-Bear experience.”
– LITTLE BLACK BOOK, "Build-A-Bear Proves Love Is Just a Squeeze Away in Heart-Tugging Valentine’s Debut"Build-A-Bear
SVP, Chief Brand Officer: Kim Utlaut
VP, Brand Creative & Innovation: Jazzy Danziger
VP, Brand Management: Anjali Khosla
VP, Integrated Marketing: Kristen Temple
Associate Multimedia Production Designer: Nora Thiemann
Highdive
CEO: Megan Lally
Co-Founder, Chief Creative Officer: Chad Broude
Co-Founder, Chief Creative Officer: Mark Gross
Chief Strategy Officer: Nimisha Jain
Head of Growth: Isabel Long
Head of Production: Jen Passaniti
Creative Director: Amanda Burger
Creative Director: Colleen Keesley
Copywriter: Sarah Solovy
Art Director: Coco Loomis
Executive Producer: Julie Etheridge
Senior Account Director: Katelyn Ledford
Senior Account Executive: Amanda Berlin
Director of Business Affairs: Kelley Beaman
Associate Strategy Director: Alex Cacioppo
Picture North
Director: Edward Andrews
Director of Photography: Bjorn Amundsen
Line Producer: Emily Weinstein
Executive Producer: Neha Schultz
Executive Producer: Martin Rodahl
Executive Producer: Mac Hedges
Executive Producer: Ryan Patrick
Head of Production: Alex Friedman
Head of Post Production: Stacey Nuzbach
Editor: Christine Wolf
Assistant Editor: Trey Spiva