Procter & Gamble partnered with our team at Saatchi & Saatchi X to develop retail and campaign creative for Pampers and Luvs, translating brand strategy into high-impact key visuals across digital and in-store channels.

I led the design of the key visuals and directed multiple on-set productions, guiding photographers and shaping each frame to align with the creative vision. Each shoot involved working with mothers and up to 20 babies per day, capturing authentic, usable moments within tight production timelines while maintaining strict brand standards.

Following production, I handled retouching and post-production refinement, finalizing imagery for rollout. Select assets were adapted into motion for social, extending the campaign beyond still photography and into platform-specific executions.