High-Volume Production for a Premium Brand

How end-to-end creative production helped cuddle+kind build a diverse, brand-true video library at scale.

17: Shoots
120+: Video Creatives

The Challenge

cuddle+kind came to us with a clear mandate and a genuine tension to solve.

They have a premium product with a deeply considered brand identity — every visual needed to reflect that with care and intention. At the same time, they wanted ads that actually felt at home on social media: native, warm, and human rather than over-produced.

Finding a production partner who could honour both was the challenge. They needed someone who understood that the best-performing ad isn’t always the most produced one, but who also had the discipline to never let “native-feeling” become an excuse for sloppy execution.

Then there was the practical reality of what they were making. cuddle+kind’s products are beloved by mothers of newborns and young babies. Those babies also needed to be on camera, which meant building a production operation capable of consistently capturing genuine, warm, usable footage from the least predictable talent in the business.

The Approach

We took on full end-to-end production: casting, scripting, set design and decor, talent management, and video production from start to finish.

No single ad, angle, or format carries a brand on its own. Diversity across talent, concepts, and formats is what builds a library that lasts, and we tried to apply that thinking throughout.

Talent sourcing

We cast new mothers and diverse families across every shoot, working to reflect the real range of people who connect with the dolls. Refreshing the talent roster shoot after shoot, without the work feeling repetitive, is something we put a lot of care into.

Angle diversity

Between targeting moms directly and also leaning heavily into gifting angles, we targeted messaging like pregnancy announcements, baby showers, seasonal births, and more. The goal was a library with enough range that no single concept had to carry everything.

Format diversity

Across 17 shoots we produced a variety of formats. We repurposed footage into mashups and voiceovers and also coordinated remote talent to create formats like green screen ads.

The Work

Over our engagement, we coordinated 17 shoots and produced 120+ videos, all managed end-to-end.