On the subway on the way to work, I started thinking about all the different things my kids do now and what those milestones would evolve into in just a few years. Their playdates would become date dates. Pretending to fly would soon become learning to drive. The list goes on.

With their new tagline, "Go Before They Grow" Sesame Place wanted to embrace the reality that little kids become big kids before you know it. That morning before work, my direction for the new campaign became very clear and practically wrote itself.