Huggies addresses the transition into the workforce for new parents with 'Pelushirts,' a campaign centered on the emotional realities of returning to work after maternity leave. The project channels a documentary approach, shifting between intimate, confessional-style talking heads and raw, user-generated style footage.
Through the lens of creative team de la Cruz, the series explores themes of separation anxiety and parental guilt. The production utilizes a clean, live-action technique and warm lighting to capture personal reflections, resulting in a vertical-format project designed for mobile engagement.
