The project was shot over 2 days at Foundry Films under strict Covid-19 guidelines and due to the nature of the creative, 90% of the crew was female. Our ambition for The Boob Life was to disrupt the status quo and address the outdated conversation that surrounds infant feeding, to empower women to feel more confident about feeding,” said Chomoi Picho-Owiny, Creative Director at Manifest.
“This was about putting her front and centre for the first time in the category. To bring this to life we were adamant we needed to work with a brilliant female team that had the passion and experience to really do this justice. Not just experience to deliver creative excellence but also experiences as women and mothers to help us make the campaign as unapologetically raw, intimate and honest as it could be.