mommy bahama / product line + films

“Enjoy your break!” is a common thing to tell a new mom going on maternity leave, but any mom will tell you it’s far from a vacation. To spark some much needed conversations about the realities of postpartum life, we created “Mommy Bahama: a resort wear line for the vacation your coworkers think you’re going on.”

The collection included all the necessary new mom “vacation gear” like butt donuts, peri bottles, c-section belts and more. We created lookbook videos for each item, built a product website, and launched it all on Mother’s Day.

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PRESS: Adweek, AdAge, Scary Mommy, Trend Hunter, Quartz at Work, and Campaign
RECOGNITION: Fashion/Innovation 2019 nominee via The One Club ADC Awards

AGENCY: 72andSunny NY (2018)
DIRECTOR: Kristyna Archer
CREATIVE DIRECTOR: Tara Lawall
CREATIVES: Ross Wolinsky, Mary Dauterman, Frank Benavides