mommy bahama / product line + films

72andSunny wanted to challenge the misconception that maternity leave is like going on vacation.

It turns out that new moms on leave don’t love it when colleagues tell them to "enjoy their break.”
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.

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

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2018
Role: Junior Copywriter
Agency: 72andSunny NY
Creative Director: Tara Lawall
Creatives: Ross Wolinsky, Mary Dauterman, Frank Benavides
Director: Kristyna Archer