MOTHERHOOD
IN MOTION


Movement.
Through life changes -
no matter the shape of their body.
Movement.

A constant for every women through
the bodily changes of growing a human.


           




             
           
The overarching narrative for this campaign focus in movement and in the fact that movement empowers our consumer to stay active for as long as possible during the journey of their pregnancy. Movement as a form of empowerment and connection to self as well to their babies. We care to show a variety of mums to be in order to deconstruct the idea of a 'motherly look'.




WHAT
1st adidas maternity campaign

WHEN
January 2021
TEAM
Concept/Art: me
Concept/Copy: Nour Awad
CD: Nadége de Castro
PM: Petra Bax
Prod: Lauren Kilby

Photo/Video
Lotte van Raalte
Production partner
halal Amsterdam




VIDEO CAMPAIGN




      

MUMS TO BE PORTRAITS

  


BELLY PORTRAITS

   

We worked with Lotte van Raalte. Known for her talent capturing the female body with such intimacy, strength and tenderness. We aimed to capture candid and inspiring imagery which would touch the viewer in an emotive level.




TOUCHPOINT EXEMPLES



This project happened during second lockdown/Covid 19 and therefore under maximum restrictions. We shot remotely, the crew was extremely limited photographer/director, DOP, producer, covid manager and mum's to be (each at their own time sloth). The team as 98% female and an overall great experience to be part of.






























40 days of drawing