LIFE WITH BABY
H&M’s baby concept Parenthood was born in 2019 to establish H&M as a credible baby brand through guiding and inspring content. Three years later, the concept needed to be updated and revamped to fit H&M’s new brand direction and feel relevant for the consumers. Enter: Life with Baby.
The previous tonality and look had been quite mellow and somber, focusing on new parents worries through the question “what if” while presenting a new perspective. Our new brand direction was more vivid, fun, elevated and fashionable, so me and my creative partner’s task was to keep the core of Parenthood while moving away from the heaviness and worries, taking it into a new direction.
We created films inspired by common situations in new parents’ lives where expectations don’t always live up to reality. It was a way to relate to our consumers, take the pressure off them and present our baby assortment. The films were followed up by an extensive editorial page on hm.com, newsletters, social media content and paid media. Visit the editorial H&M Life with Baby here.
Responsibilities
Creating a creative concept from brief and insights
Writing scripts for six different films and cut downs
Creating and setting a new ToV for the project, including manifesto
Crafting copy for all placements, including extensive editorial page, social media, newsletters and paid media
Collaborating with Art Director, creative in-house team, and internal and external stakeholders.