Purebaby has launched its first brand campaign, Love Comes Naturally, developed with full-service digital marketing agency The Pistol.
The campaign runs across Meta, Google, TikTok, broadcast video on demand (BVOD), and digital out-of-home, and shifts beyond parent-focused messaging to include grandparents, extended family, and friends as key audiences.
Under the ‘Villagers’ platform, the creative highlights the role of the wider community in influencing baby-related purchases.
Purebaby and The Pistol collaborated on strategy and creative direction, with The Pistol leading platform development and scripting, and Purebaby managing production and casting for shoots involving babies and toddlers.
“Most baby brands focus narrowly on parents, but our collaborative research with Purebaby highlighted a broader support system, people who play quiet but essential roles in a child’s life,” Creative Director, Tom Crimmins at The Pistol said.
“We wanted to speak directly to them, acknowledging their love and influence.”
A spoken ‘love letter’ serves as the campaign’s central creative device, written to reflect messages from a child’s broader support network.
“The idea that ‘Love Comes Naturally’ ties beautifully into both Purebaby’s organic offering and the instinctual way people show love to children. It’s a simple truth that underpins the entire creative direction,” said Crimmins.
With their extensive experience in managing shoots involving babies and toddlers, Purebaby navigated casting, logistics, and filming with precision, bringing the campaign to life through beautifully executed production.
“Purebaby are seasoned experts when it comes to shooting with kids. Their ability to coordinate such a nuanced production, while preserving the emotional tone of the concept, was truly impressive. We simply helped ensure the narrative thread carried through from storyboard to screen,” said Crimmins.
Purebaby Founder and Creative Director Mirabai Winford said the strength of the campaign lay in the deep collaboration of both teams.
“We trusted Tom and the team at The Pistol from the very first discussion,” Winford.
“They took the time to understand our vision and values, and the result was something that felt truly aligned with who we are as a brand. Their work gave us a foundation we were proud to take into production,” said Winford.
The campaign will run until December, with The Pistol overseeing optimisation and performance measurement.
Credits
Client: Purebaby
Founder & Creative Director: Mirabai Winford
COO: Ben Winford
Marketing Manager: Amelia Ross
Content Specialist: Allie Paff
Agency: The Pistol
Head of Strategy: Emelia Chambers
Creative Director: Tom Crimmins
Account Director: Bronte Howard
Account Manager: Chelsea Newton
Account Executive: Lily Robinson
Production (Purebaby Internal Team)
Director of Photography: David Franjic
Photography: Sam Penninger
Lighting & Camera Assistant: Filip Milovac
Sound Design: Hassan Lahrech