The Internet is full of “helpful” tips for people who are pregnant or expecting, often leaving them more confused than confident. Our goal for these two courses was simple—earn the trust of our learners, one baby bump at a time. That started with out expert Dr. Christine Sterling, board certified OB GYN and mother of 3. We framed her in courses that offered honesty, authenticity, and a sprinkle of humor.
Highlighted Responsibilities: Project Lead & Oversight, Concepting, Art Direction
Client mPulse Mobile (self-produced)
Creative Direction Paul Conigliaro
Instructional Design, Writing Amy Neely, Nate Matson
Design, Illustration Coley Lind
Motion Design, Illustration Allison Howle, Julie Van Grol
Production Rikshaw Films
Year 2020-2022
February 2021
May 2021
January 2022
Dr. Sterling wasn’t jut all talk as on OB GYN. The filming of Healthy Pregnancy took place—fittingly—while she was pregnant with her third child. Just 8 months postpartum, she was back in the spotlight recording for Postpartum Wellness.
Women will be in and out of exam rooms throughout their pregnancy. To make them more comfortable and at eases with these courses, we needed a set that was more “comfy living room” and less “sterile doctor’s office.” Our locaiton also had to be close to Dr. Sterling in San Diego due to her own pregnancy and caring for her family. Remote pre-production and filming in unfamiliar territory had its challenges. Luckily, our local crew was stellar… from art and set direction zoom calls to location scouting to a smooth shoot day.
Forget baby blues light pinks of existing maternity material. Our aesthetic was a fresh blend of vibrant gradients, mixed organic and geometric forms, simple shapes, and subtle textures for illustrations and imagery. Photography focused on the intimate, cropping to small moments to hone in on the emotional journey rather than the size of the belly.
Because everyone’s pregnancy journey is as unique as the baby names they choose, we cast several expecting women from around the United States. They gave us a candid look at the rollercoaster that is the pregnancy and postpartum journey.
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