Aptamil Every Feed Has a Story
Role: Lead Creative & Copywriter

When I started working on Aptamil, they were taking the first baby steps towards a new brand positioning. Moving away from the picture-perfect, picketed fence lives of families and into the riskier territories of real life. Generic, cold, <enter stock image website here> look & feel was replaced with a fresher approach: real homes, real wardrobes, real families.  We even had a crying baby or two. 

This allowed the brand to lead with empathy when telling their insight-driven stories, which is where I come in. My team and I worked closely with some of their key European, APAC and, ANZ markets to produce and deliver the marketing assets for the Every Feed Has a Story campaign. My day-to-day consisted of anything from writing scripts and headlines, leading creative on international TVC shoots, collaborating with post-production creatives, and all the way to overseeing the delivery of cut-downs, banners, KV’s, Social ads, POS– even writing the little leaflets that came with a tub of Aptamil.
 

After a whole year of creating hundreds of these campaign assets, Aptamil’s new Every Feed platform is well  and truly up and running. Here are just a few examples of the content I had the pleasure of working on.