Thrive Market
Diaper Campaign
To launch diapers in a market filled with clinical, white-background photos, we needed a fresh approach. I art-directed an on-location lifestyle shoot, bringing in Priscilla Gragg to photograph babies and toddlers in warm, natural moments at home. My role was to translate the brief into a visual direction that felt trustworthy and real, guiding the shoot to deliver imagery that would live across email, social, PDP pages, and the blog.
We shot in a sun-filled California home, using the space's warmth and openness to set the tone. Casting was intentional: a diverse group of babies and toddlers was matched to each diaper size and photographed in authentic moments at home, playing and exploring. The color palette was pulled directly from the packaging, creating visual continuity between the product and the lifestyle imagery across every touchpoint.
PDP Carousel Cards
Creative Direction: Matthew Schulert, Sara Khwaja | Art Direction: Elisha Knight | Photography: Priscilla Gragg | Brand: Julia Medwin | Packaging Design: Jess Lyon