Overview
The Mother's Day campaign was a group-wide initiative across the Krumbled Group (Mini + Me, Krumbled Foods and Habitual Beauty) built around a limited edition gift with purchase.
The offer: spend $150+ site wide to receive a free Mama Affirmation Card deck and silk scrunchie, designed in collaboration with illustrator Peppa Hart.
The creative ambition: to build a campaign that felt like a genuine celebration of motherhood, not just a promotional offer.
The concept: "you deserve more than just flowers this Mother's Day."
This is one of my favourite campaigns ever. From the initial creative concept through to the final asset rollout across website, EDM, social and paid, I was involved in every step.
The Brief
The campaign needed to work hard across three distinct brands that share a single ecommerce site.
Any imagery had to feel cohesive enough to live on the mini+me homepage, a Krumbled Foods EDM, and a Habitual Beauty Reel, simultaneously.
The creative direction needed to:
• Celebrate the product collaboration with Peppa Hart while remaining on-brand
• Feel elevated and gift-worthy
• Be versatile enough to adapt across every digital touchpoint for a 10-day campaign window
• Work as both still photography and motion content for Reels and Stories
• Celebrate the product collaboration with Peppa Hart while remaining on-brand
• Feel elevated and gift-worthy
• Be versatile enough to adapt across every digital touchpoint for a 10-day campaign window
• Work as both still photography and motion content for Reels and Stories
My Role
I led the creative direction for the shoot from concept through to delivery. My responsibilities included:
• Creative concept development and mood boarding
• Prop sourcing and set styling
• Photography and retouching of all campaign imagery
• Full asset creation across website, EDMs, social media (statics, stories, grid covers)
• Animating Peppa Hart's affirmation card illustrations into Instagram Reels
I worked closely with the senior graphic designer and social media coordinator to bring the campaign to life across channels.
Creative Approach & Process
The creative concept centred on an abundant, dreamlike interpretation of flowers - taking the campaign idea of "give more than flowers" literally and visually.
The shoot was planned with the full asset suite in mind from the start. Hero shots were composed with flexible negative space for text overlays across EDMs and web banners. Portrait orientations were captured for Stories and paid social. Secondary angles and detail shots gave the social team variety across the 10-day campaign grid takeover.
The vision-to-final process: sketch and mood board the concept → source all props → style and shoot → retouch → roll out across every channel.
The Impact
The result was one of the most cohesive campaigns our team has produced. A single creative idea that stretched across three brand identities, every digital channel, and 10 days of content without feeling repetitive or diluted.
The vision-to-execution arc on this project - from a rough concept sketch to a full brand takeover - is the kind of end-to-end creative ownership I find most rewarding and do best.
This campaign demonstrates what's possible when concept, photography, motion and design are led by one creative vision from start to finish.
