Luxury skincare brand Mama Mio tasked Baber Smith with creating an integrated, through- the- line campaign to promote the launch of their product ‘Get Waisted’ in Debenhams.

We all knew that this was no ordinary client. Mama Mio was originally started up by 3 women; all with a passion for tackling women’s body problem areas with powerful, butt-kicking ingredients and a really fun brand strategy. The founders are passionate about the brand and their products and within 5 minutes of meeting them you really ‘get’ what Mama Mio is all about.

When I was invited onto the account team, I was really thrilled to be working with a brand that I could relate to and thoroughly enjoyed the experience and responsibility of helping to organise the shoot. One of my tasks was to hunt down a very specific costume for the shoot (a cropped top, midriff-revealing High Court judge’s costume is not a standard request)! Obviously my high street shopping experience was of no use in this instance and I resorted to phoning various costume hire stores and seamstresses to find what I needed. A number of calls later, following a trail of seamstresses via recommendations, I found someone willing to create this unusual garment within a 24 hour time frame. Visits to Potters Bar and late night material shopping ensued and the result was, well, fantastic! As it turned out the seamstress made costumes for the Harry Potter films so this must have been a walk in the park for her- or maybe it was just magic.

One of the key factors to consider with this shoot was that the model had to be a real woman, reflecting the brand’s belief that ordinary women need extra-ordinary solutions. Simone, a 40 something ‘Mama’ of 2 fit the bill perfectly. And as Hannah Marshall (LPA) our lovely make up artist transformed Simone into a beautiful high court judge we could immediately see the results were going to be great. One perfect location and an award winning photographer (Laura Pannack LPA) later and the shoot was underway.

Back at the agency and the shots were looking great, Laura had captured the natural look we were going for and Simone looked effortlessly confident.

What really enthused me about this particular shoot was how the passion of the founders motivated everyone to do the best possible job and got everyone really excited about the product they wanted to promote. The results were great, Simone looked fantastic and both Baber Smith and Mama Mio were really chuffed.

Emma Blanchard,  Junior Account Executive