Considering the focus of Mother's Day and using flowers as my medium, I chose to create a series of Mothers that would represent different consumer groups and the diversity of Mothers by illustrating a range of ages, styles and ethnicities.
With my visuals I wanted to inject a sense of fun by creating stimulating imagery and a short video that can be used on a variety of promotional platforms. I arranged the flowers physically prior to the digital editing and illustration to celebrate and reference the craftsmanship of the artisans that the brand collaborates with.
The sense of community and representation of the diversity of Mothers is reflected through the contrasting colour palettes, illustrations, flowers used and text. For example, the ‘Mother’ visual details a muted palette and a single flower-type whereas the new ‘Mummy’ visual boasts vibrant hues and a variety of flowers.
The deliberate differences in the Mothers presented ensures the campaign appeals to brand's wide audience. The images have been designed to work successfully on digital and printed mediums. The visuals can be used as stand alone images or shared in film format.