We teamed up with Bonds for the second year in a row to create a campaign celebrating Mother’s Day. Rather than spotlighting a specific Mother’s Day collection, the focus was instead on a range of underwear, sleepwear and loungewear in seasonal colours and prints.

We developed the campaign around the idea of the ‘ultimate day in’, where mums have the chance to kick back and take care of themselves. The concept was all about celebrating mothers as individuals, focusing on each talent’s own personality and how it’s heightened, not diminished, through a mother-child relationship.

Talent consisted of three real mother and child pairings in order to capture authentic and relatable family relationships. Each pair was photographed both together and separately in a home environment, enjoying relaxing self-care activities like reading, cooking and eating breakfast in bed.

Services: Concept development, casting, on-set production, post-production