New kid's apparel brand for Amazon subsidiary, Quidsi, geared toward Brooklyn moms.

The Challenge:
As a new business unit, we often didn't even have the right samples or sizes to shoot. Perfection was not an option.

The Brand:
We played up each kid's individuality with a free spirit approach that allowed us to work with what we had, no matter how crazy it was. We shot Look's catalogs with a messy chic style, using real kids in recognizable NY neighborhoods. Childlike doodles and artwork rounded out the asset library and kept the day-to-day marketing fresh. The look was low cost and easy to implement.

Credits: Angela Goleme, ACD. Photography: Christa Renee.