Launching diapers in a crowded category requires more than product specs; it requires trust. Working with our creative director, I helped develop a lifestyle-focused creative approach that shows real moments of daily life, positioning Thrive Market diapers as comfortable, trusted, and designed for how families live.
Thrive Market
Diaper Launch
I led photography direction for an on-location lifestyle shoot. Rather than clinical product shots, we used warm, natural light to photograph babies and toddlers in authentic moments at home, playing and exploring. The resulting imagery brings relatability to a category dominated by sterile, white-background photography.
Lifestyle photography appears on product display pages to communicate product benefits through real-world use.
Photography: Priscilla Gragg | Creative Direction: Matthew Schulert, Sara Khwaja | Art Direction: Elisha Knight | Brand: Julia Medwin | Packaging Design: Jess Lyon