Medela’s Ultimate BodyFit Bra fits you seamlessly for the ultimate in support.
A calm, fuss‑free film designed to show this pregnancy and breastfeeding bra in all its glory, focusing on fit, comfort, practicality, and seamless support that gives a great silhouette.
This was one of those projects that completely changed direction partway through: it began as a more lifestyle‑driven concept, but after an about‑turn, it was reimagined as something minimal, calm, and effortless.
The colour palette and set were kept very simple and monotone to create a soft, unobtrusive backdrop. The emphasis was on showing the bra on different body shapes during pregnancy and breastfeeding, highlighting the excellent fit and gentle fabric.
And as a lovely bonus, there was plenty of time for cuddles with the gorgeous babies on set – definitely one of the perks of this shoot.
Our challenge was to cast and shoot the different mums and babies to tell the story. We didn’t want the films to be too CG heavy, but did rely on some of our graphic skills to illustrate the technology behind the design. As is so often the case nowadays, we had a big playout task too: multi-region, multi-language and multi-duration outputs kept us busy long after the main edit.
Project completed while Art Director at Hocus Pocus Studio
Credits
Director: Justin Lowings
Creative Director: James Murphy
Producer: Miles Paulley
DOP: Craig Herd
Design and Art Direction: Theresa Hilsden
Animation / post: Justin Lowings
Sound design: Richard Lewis
Hair: Collette Ruddy
Makeup: Louise Lerego
Pregnant mother: Yasmin Goodison
Mother & Baby: Stella De La Cruz & Elijah
Mother & Baby: Alice Rubin & Ashton
