Baby brand Carter’s, along with new agency partner Venables Bell & Partners, has just launched a new brand campaign to remind parents and caregivers of their strength and resilience. The brand’s “Made for This” campaign celebrates how parents rise to all of the challenges, fears and doubts that inevitably surface in the earliest days with a newborn.

The first spot in the campaign, “Voicemail from Mom,” highlights bath time, as a new mom conquers her nerves as she embarks on the sacred bathing ritual while a touching voicemail from her own mother plays over the scene. Carter’s and VB+P teamed up with production company Stink and director Eliot Rausch.