Mamas & Papas
The Challenge
Vardo wasn’t just another pushchair, it was designed for a young Millennial and Gen Z audience looking for a stylish, accessible option that fits seamlessly into city living.
After years of collaboration, Mamas & Papas trusted us to take the creative lead on this launch. We saw an opportunity to move away from the traditional, polished nursery aesthetic and take a risk with something raw, unfiltered, and full of personality.
Our Approach
- Ditching perfection, we sourced vintage, manual-focus lenses and an old-school camcorder to create a lo-fi, nostalgic feel.
- Shot entirely handheld to capture real, unfiltered moments.
- Designed the campaign to align with a city-living lifestyle, resonating with Millennials and Gen Z who prioritise authenticity over staged perfection.
The Results
- A campaign that redefined baby brand marketing, breaking away from the expected polished studio look.
- Delivered 380+ assets, including photography and videography, for use across e-commerce, POS, social media, and digital marketing.
- Vardo positioned as the go-to pushchair for modern parents who want design-led, urban-friendly options.
What Mamas & Papas Said
“It doesn’t feel like an agency/client relationship, Rig2 are a full extension of our team working collaboratively with us to drive our products forward. Over the past year we have totally reimagined our approach to content and we’ve seen some incredible successes as a result.”
Let’s talk about your ideas and see what we can make happen.
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