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When the team at 72 & Sunny in NYC reached out to Archer about this clever concept of Mommy Bahama, a resort-wear themed maternity-leave collection for the vacation people think you are going on, she was thrilled by the sarcasm and wit and wanted to make it happen. Archer directed and shot all the content for the launch of the fake e-commerce site, MommyBahama.com. Seeking not only to empower women, comment on a cultural faux pas, but also support more female-driven creative, the team & Archer felt compelled to shed light on the fact that maternity leave is NO vacation. Paired with the poignant copy and a posh voice-over, it was quite successful in sparking a conversation, getting featured by Adweek. Don't miss the level of care the creative team put into the FAQ page.  If you want to make this a real thing, email  mommybahama72@gmail.com your plea.  

Credits

Photographer/Director Kristyna Archer
Agency 72 & Sunny NYC
Creative Direction Tara Lawall & Frank Benavides
Copywriter Ross Wolinsky