The Art of Parenting: Mastering Style and Function
The DOONA X product line took seven years to develop, showcasing the meticulous planning and dedication that went into realizing this vision. The market launch featured a comprehensive brand movie and campaign created by MAISON LOTAN. This campaign highlighted the product’s unique features and luxurious design, specifically targeting style-sensitive parents. The brand movie focused on moments in parents' lives, demonstrating the product's value and innovative new features.
The film showcases the stroller’s four modes: car, sit, relax, and lay back through carefully crafted moments in the day. It underscores the integration of functionality and luxury, targeting parents who value both.
Brand Movie
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Vignettes of Parenthood
The movie follows parents through the contrasting modes of their day. When their baby is awake, they focus on keeping them entertained. When the baby sleeps, they ensure nothing disturbs them. The film’s creative strategy highlights how the product’s adaptable modes support parents through these shifts, showcasing its versatility and essential role in daily parenting routines.
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BTS
Get an exclusive look at the production, styling, and creativity behind the DOONA X brand film.
CREDITS
Client DOONA USA Creative Director Roee Lotan Photographer Marilou Daube Director of Photography Nick Perron Producer Emilia Vincent Editing + Color Aaron Fuks Original Score + Mixing Raph Parpex Digi tech Travis Drennen Photo assistant Ed Singleton 1st AC Liam Nary Stylist Marti Arcucci Style assistant Florencia Traversaro HMU Jodie Boland HMU assistant Macy Doyle Talent Ryan Greer Talent Christa Guzmán BTS photographer Ohad Kab PA Joel Rader PA Mark Fagan