In an effort to expand the brand’s digital popularity into new channels, The Dad published a children’s book with a sweet, funny, dad-focused new spin on the ABCs.

Using iconic dad jokes and sayings to teach kids the alphabet, D is for Dad is content parents can share with their kids — and actually enjoy themselves. In Dad's world, C is for Cargo Shorts, O is for Oil check-ups, and K is for lost Keys.

I was the Creative Director on this project, steering the team to embrace an ownable Dad character instead of using illustrations of people, leading the illustration selection and briefing, art directing the execution, and working with the writers to refine content.