Bebe Bloom

These are directives I created for the photoshoot concept:

- The campaign imagery must be captured in nature.

- Water will represent the womb.

- No artifical lighting to be used (only natural).

- 'Bloom' is represented by floral arrangements.

- Source flowers locally (in the Southern Highlands, Australia).

- Must not look pharma.

Fertility journeys can be stressful, so placing the products within natural trickling river water instantly adds a feeling of comfort. Incorporating floral arrangements in the river brings a calm presence to the campaign imagery. Dahlias were the hero flowers used, which are native to Mexico, forming a connection to the female founder of this company. Dahlias also represent commitment and kindness – a reminder for women experiencing their unique pregnancy journeys (to be committed and kind to themselves).

The product shots share the same delicate representation of pregnancy journeys. I wanted these shots to feel cute and comforting. The pouch packaging laying on a puffy bed of Hydrangeas feels like a huggable nap time, and suspending the single packaging alongside a single Dahlia reminds me of hanging baby clothes out to dry.

Women experience a rollercoaster of emotions with their fertility journeys. These creative images are intended to trigger the flow of serotonin, so women can feel an abundance of support during their journey.