Campaign→
Patpat bamboO PAJAMAS
Role:
As Creative Manager, I led concepting, art direction, and content execution across all channels.
TIMELINE
The campaign was developed and executed over the course of approximately eight weeks.
OBJECTIVE
To introduce PatPat’s new bamboo pajama collection by showcasing its exceptional softness, breathability, and everyday comfort—through warm, lifestyle-driven visuals that connect with modern parents seeking elevated essentials for their kids.
TARGET AUDIENCE:
Modern parents of babies and young children who prioritize comfort, quality materials, and affordable style, especially those looking for soft, breathable sleepwear that fits into their daily routines and nighttime rituals.
DELIVERABLES
Final deliverables included still photography, short-form video, and digital assets for web, social, email, and app placement.
cHALLENGES
One of the biggest challenges in this campaign was making everything feel real. We didn’t want overly styled sets or forced moments—we wanted to reflect how families actually live, relax, and spend time together in these pajamas. That meant finding a location that felt like a real home, not a studio trying to look like one. We needed natural light, warmth, and small details that made the space feel lived-in, but still clean and cohesive for shooting.
Props and styling had to walk a fine line, too. We were careful not to overdo it—choosing everyday items like books, toys, or snacks that added to the story without making it feel staged. The goal was always to highlight the softness and comfort of the bamboo fabric in scenes that felt effortless and relatable.
We also spent time researching how families actually use these pieces—what their mornings look like, what bedtime routines feel like, when kids are most comfortable and playful. That helped inform not just our visuals, but the way we approached casting, posing, and even the pacing of the shoot day.
In the end, every detail was considered through the lens of real life—because that’s how these pieces are worn, and that’s how we wanted them to be seen.
creative strategy
For this campaign, the strategy was simple: make it feel real. We wanted to highlight the softness and comfort of the bamboo fabric, but more importantly, we wanted parents to see their own lives in these images. That meant leaning into natural light, quiet color palettes, and moments that felt unposed—snacks on the couch, lazy mornings, kids being kids.
We kept styling minimal and intentional so the product stayed front and center without feeling overworked. Every shot was designed to tell a story, whether it was a cozy cuddle or a moment of play. We made sure to capture both wide lifestyle shots and tighter details to show texture, fit, and how the pieces moved in real life.
Everything was built to work across platforms—homepage, app, email, and social—so consistency in tone and storytelling was key. The end result was a campaign that felt warm, relatable, and honest—just like the product.
creative execution
We shot the campaign in a light-filled home that felt lived-in but clean—somewhere you could actually imagine a family spending their weekend. The goal was to keep things relaxed and intimate, letting the kids lead the energy while we followed with a soft, documentary-style approach.
We used natural textures like wood floors, cozy throws, and neutral bedding to complement the tone of the collection and highlight the softness of the fabric without competing with it.
Every asset was captured with cross-platform use in mind. We planned a mix of wide hero shots, close-up details, and vertical crops for social and mobile. Nothing felt overly posed or polished—we kept it simple, warm, and real to let the product (and the comfort it brings) speak for itself.
A DAY IN BAMBOO
The goal for this video was to reflect the same warmth and honesty captured in the stills—nothing overly produced, just quiet moments that feel familiar to any parent. I worked closely with the videographer to keep the pacing slow and intentional, using natural light and real interactions to highlight the softness and movement of the bamboo fabric.
We approached it almost like a lifestyle documentary—letting the kids lead, capturing real cuddles, wiggles, and downtime. The direction focused on simplicity: wide shots that established setting, close-ups that showed texture and comfort, and transitions that felt fluid and calm. This piece was designed to support the campaign across social, web, and app, giving a fuller picture of what it means to live in these pajamas.
SOCIAL CREATIVES
