Every quarter, Tubby Todd comes out with a Limited Edition seasonal scent. It's a super fun way to shake up the normal routine and get extra creative. And the Fall 2017 scents, "Big City Tubby Bundle", were probably the most fun I've ever had.
Designed by my talented sister-in-law Jana Laidlaw Cummings who lives in Brooklyn, the three bottles are absolutely gorgeous. I think they're the prettiest we've ever had. It was so much fun to relive my six years in NYC in order to drum up a campaign all about the city and its wonder in the Fall. I was hardpressed to write about the city smelling good--everybody knows NYC in late summer/early Fall is the stinkiest place ever--but we shot for the ideal and made it happen.
These scents are probably my favorite ever. I mean, Hustle Bustle Honeysuckle, right?! :)
It's hard to capture the feelings of NYC through a child's eyes or discovering the city for the first time as an adult, but I tried to handle the words while our amazing photographers (Amanda Peterson and Mari Spiker and Heather Moore) worked magic around NYC. The entire line is a collaboration of NYC mamas--which makes it all that much more special to all of us.
If you're curious what the campaign for a new product looks like on Instagram, see below. We shared Instagram stories and shots of influencers in NYC, lifestyle pictures of kids in NYC, and flat lays of the products with some cute props from the MOMA store. I produce shoot lists for the photographers to help guide the direction of the shots toward the story we're trying to tell: Seeing NYC through a child's eyes. We always want Tubby Todd to feel fun, bright, connected, and yummy.
The Big City Tubby launch was really well received by the Tubby Todd community. I'm so proud of the work everyone put in and how wonderful they turned out!