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.