For grandparents, extended family and friends.
Purebaby is moving past traditional family-focused messaging and looking at grandparents, extended family and friends in a campaign via The Pistol.
'Love Comes Naturally’ is live across Meta, Google, TikTok, Broadcast Video on Demand (BVOD) and digital out-of-home.
“Most baby brands focus narrowly on parents, but our collaborative research with Purebaby highlighted a broader support system, people who play quiet but essential roles in a child’s life,” said The Pistol creative director Tom Crimmins.
“We wanted to speak directly to them, acknowledging their love and influence.
“The idea that ‘Love Comes Naturally’ ties beautifully into both Purebaby’s organic offering and the instinctual way people show love to children.
"It’s a simple truth that underpins the entire creative direction.
“Purebaby are seasoned experts when it comes to shooting with kids.
“Their ability to coordinate such a nuanced production, while preserving the emotional tone of the concept, was truly impressive.
“We simply helped ensure the narrative thread carried through from storyboard to screen."
Purebaby founder and creative director Mirabai Winfordsaid the strength of the campaign lay in the deep collaboration of both teams.
“We trusted Tom and the team at The Pistol from the very first discussion,” said Winford.
“They took the time to understand our vision and values, and the result was something that felt truly aligned with who we are as a brand.
“Their work gave us a foundation we were proud to take into production.”
Credits
Client: Purebaby
Founder & Creative Director: Mirabai Winford
COO: Ben Winford
Marketing Manager: Amelia Ross
Content Specialist: Allie Paff
Agency: The Pistol
Head of Strategy: Emelia Chambers
Creative Director: Tom Crimmins
Account Director: Bronte Howard
Account Manager: Chelsea Newton
Account Executive: Lily Robinson
Production (Purebaby Internal Team)
Director of Photography: David Franjic
Photography: Sam Penninger
Lighting & Camera Assistant: Filip Milovac
Sound Design: Hassan Lahrech
