CALM
Product and marketing photography for a new content series covering pregnancy through postpartum healing.
In 2022, Calm launched a highly requested program featuring empowering practices and reassuring discussions for women from pregnancy through postpartum. At five months pregnant myself, I drew on my personal experience to shape the art direction and production.
GOAL
Provide thoughtful, empathic content to support mothers throughout pregnancy and postpartum.
HOW
I oversaw photo direction and end-to-end production for both campaign and product feature content. Working with a female photographer (who was also a mother) and a London-based crew, we cast three diverse families and immersed ourselves in their day-to-day lives to capture authentic pregnancy and postpartum moments.
RESULTS
We delivered evocative, highly authentic imagery that resonated with users. Engagement on social media was strong, and the product launch became one of Calm’s most successful to date.
WHO
Photographer: Sophie Harris Taylor
Photo direction & executive production: Marcella Iulo
Design: Enes Alili, André Coelho
