A Home, Not a Set
A limited-edition postpartum bundle, launched with an intimate stills-and-motion campaign shot in a single day. I produced it end to end, from crew and location down to protecting a family’s privacy.
Perelel and Coterie teamed up on a limited-edition 4th Trimester Bundle, pairing Perelel’s postpartum vitamins with Coterie’s newborn essentials. To launch it, we cast new mother Brooke Puth and built the whole campaign around her actual morning with her baby, not a studio setup standing in for one.
The brief was simple to say and hard to pull off: keep it feeling like her real home, unguarded and warm, with soft light and a little Coterie blue running through it. My job was making sure that could actually happen, in one day, inside someone’s actual house, with a newborn in the room.
The centerpiece of the campaign: a sub-90-second social film cut for both feed and Stories, built from the same footage but paced differently for each. Color, sound, and finishing by Dylan Carver.
Producer
I produced this one start to finish. That meant building the schedule around a baby’s actual rhythm, not a call sheet’s, coordinating everyone on site, crew, both brands, vendors, and keeping stills and video moving together instead of competing for the same hours of light.
We shared one lighting setup between both teams all day, so the DP, photographer, and gaffer were basically lighting once and shooting twice. I built the schedule around that, moving through the bedroom, kitchen, nursery, and a bay window in the dining room so nobody was waiting on anybody else, and Brooke never lost more time with her baby than she had to.
We were guests in someone’s home for the day, so protecting the space mattered as much as protecting the shots. Furniture pads, cut tennis balls under every stand leg, nothing touching bare floors, a quiet load in for a building that doesn’t love noise. None of that shows up in a single frame, which is exactly the point.
One thing mattered more than anything on the shot list: her baby’s privacy. He’s in the campaign, but you never see his face, and the day itself stayed off socials entirely so everyone could just focus on the work. Dylan Carver cut the launch video and handled color and finishing, and Katie Kempster retouched the ten campaign stills that rounded out delivery.
Live now on @perelelhealth and @coterie, feed and Stories.
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