Authentically communicating protection and parental love

Brand Objective

Huggies is Australia’s leading baby care brand and have developed products that protect delicate newborn skin. For this project Huggies needed ecommerce lifestyle imagery that communicated the importance of premium comfort for newborns and a parent or caregivers embrace.

Creative Brief

Baby-centric photography that depicts a newborn wearing Huggies nappy with their parents in authentic situations. Moments must feel emotive and relatable with a bright, neutral aesthetic.


Through partnering with Creatively Squared, Huggies rapidly produced a bank of 70 images featuring 7 different babies aged from just 10 days old to 3 months.

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