Frida was looking to launch its line of personal care products for expecting moms. In true Frida fashion, this wasn’t going to be a softly lit, rose colored view of impending motherhood. Because, in reality, pregnancy can be UNCOMFORTABLE. Each product in the line was developed to address a quite literal pain point for pregnancy—swollen ankles, chafing in surprising places, and so much stretching skin.

Drawing inspiration from the sensation of relief and the idea that self care during pregnancy could be a radical act, we developed a stylized minimal bathroom world and hired photographer Kimber Capriotti to bring a hint of edginess to the images.

Agency: World Famous