The Honest Company

As the brand’s creative lead, I worked with agencies, vendors and internal teams to bring the 360 campaign around the new + improved diaper to life. And as a mom of two, I leaned on my own experience of what resonates with parents—sweet babies and diapers that really work.

Role– Creative Director

•Owned & paid media
•Streaming
•Digital & print
•DOOH & Wild Postings

HONES logo with butterfly icon
A woman helps a baby stretch their legs outdoors on a picnic blanket.
A wicker basket containing packages of Honest clean conscious diapers, placed on green grass with a beige blanket nearby.

Honest relaunches its new + improved diapers with a campaign designed to celebrate the milestones that come with growing up.

A young child with curly blond hair, wearing a gray shirt and diaper, standing on a beige rug outdoors on green grass, near a teepee, with trees and a blurred background in sunlight.
Two young children sitting on a soft rug in a cozy nursery, facing away from the camera, with natural light filtering through curtains in the background.
A young child playing with wooden blocks and a wooden pushcart on a carpet in a room.
A woman playing with a baby lying on a blanket outdoors in a park, with a box of Honest brand wipes nearby.

Because Small Changes are a Big Deal.

We cast a real-life mom and toddler in the campaign spot, capturing all the diaper changes, snuggles and snacks.

A disposable diaper with farm-themed illustrations, including a cow, trees, and the words 'Moo' and 'Quack'.

We created CG diapers and mixed reality videos for the teaser & launch phases of the campaign.

A set of three adult disposable diapers, one with a holiday-themed design featuring Christmas trees, reindeer, and snowflakes, displayed against a black background.

Out in the wild

Wild postings went up around L.A. and New York City, promoting visions of leak-free diapers.

Agency– Zambezi
Production– FIN / Jacaranda Films
Director– Jess Colquhoun
DP– Matthew Pothier
Photographer– Brenda Islas
VFX Animation– Vandivision