Comfort. Thanks to Nature.

After the success of the Linen collection, a second specialty material was introduced into the Baby Tula carrier offerings. Similar to Linen, we drew inspiration from nature. But, for the Hemp collection, we had some unique challenges: 1) how to differentiate it from linen; 2) how do we communicate the comfort of the hemp material; 3) how do we educate our customers on this unconventional fabric?  The solution involved featuring some candid moments with real moms to discuss their initial impressions of the fabric. The interviewees became the “heroes” in our campaign showcasing a bold spirit and the way this collection provided comfort at all sizes.

Creative Producer | Directing | Copywriting | Copywriting| Art Direction | Social Strategy | Project Planning | Design Consulting