- Casting
- Strategy
- Production
- Photography
- Cinematography
- Motion Designn
Brand Launch
Frida Baby needed a creative production studio that had the guts, vision, and savvy to reach real mothers across America.
And they found that partner in East of Normal
Having collaborated on several campaigns already—including on the viral post partum commercial for Frida Mom—Frida knew the East of Normal team would go out of their way to make their new Bath Essentials launch real, personal, and inti mate.
- Casting
- Strategy
- Production
- Photography
- Cinematography
- Motion Designn
Real - The goal has always been authenticity.
—and what is more authentic than casting real moms and their babies? So we thought outside the box, and spread our casting net beyond the usual channels. That helped us find non-actor and non-model mothers and their babies (ages 1-3), who could bring their very real concerns, and their real joy and love, to the project.
Intimate - Bathtime is an intimate time between parents and their infants.
It’s deeply sensory—with bubbles, scents, and touch—and deeply emotional. From inception, we set out to support this intimacy in how we produced this campaign. We found an ideal location in Miami for the shoot, and created a safe atmosphere for our moms and babies. This allowed us to capture the dynamic footage we needed.
Personal - We worked closely with Frida’s founder and her team to nail that authentic vibe, and to make sure they felt supported in every step of the process, from inception to completion. Through our open communication, attention to detail, and willingness to take risks, we were able to create a campaign that cut through the noise and spoke directly, and personally, to our target audience.
