Insight
Babies are out here leveling up every day: first smiles, bites, steps. But you know whoās really going through it? Our Sleep-deprived, snack-covered, running-on-coffee superheroes, also known as parents. HEMA wanted to celebrate the parents living these moments in their own unique way. So we did, together with LDV United.
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Challenge
Babies level up fast. First smiles, first bites, first steps. But behind every āfirstā is someone quietly pulling off a miracle. HEMA wanted to shift the spotlight, not just onto the babiesā milestones, but onto the real, messy, beautiful moments parents live through every day. So how do we capture the chaos and love of real parenthood without falling into clichĆ©s or sugarcoated ads?
Creative Approach
Let's show what parenthood really feels like: a raw, emotional, yet unforgettable rollercoaster. Through cinematic storytelling and sound that felt like lived memories, we created a world where every milestone was more than just a photo op. It was a full-body memory: exhausted, messy, heart-bursting, real.
Result
By crafting three cinematic story capsules, from early morning cuddles to nerve-wracking food tasting, we anchored each memory in the hearts of parents. No polished fairytales. Just real parents, real moments, real love, seen and heard through HEMAās lens, connecting the brand to lifelong memories.
Behind The Project
At Pelican Street, collaboration isnāt just a step, itās the rhythm that drives everything.
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Director Ines Vansteenkiste-Muylle brought an authentic eye, balancing beauty with raw emotion in every frame. Our production crew worked with a documentary mindset, capturing life as it unfolded, while the creative team and sound designers collaborated closely to blend story and sound into films that felt like living, breathing memories.
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