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    Bringing the flat and 2D Babyganics world into a low-poly and 3D tangible reality through handmade paper models.

Babyganics makes home, laundry, and skincare products with baby-safe formulas. They recently refreshed their brand image with Collins, whom created a vast 2D world of Babyganics characters. At Madwell, we crafted and launched a digital campaign named Grow Boldly to bring the Babyganics world into tangible reality.
01. The Process

With the intention of paper construction in mind, each character was reimagined and modeled in Sketch Up in a low poly style. Patterns were created with the Flattery plug-in and laser cut onto Folia card stock paper.
02. Hero Images

We worked with Andrea Fremiotti and John van Barneveld to photograph and composite the final models into a series of hero images that are currently being used on the Babyganics homepage, banner ads and trade shows.
03. Behind-The-Scenes

We rented a space at Home Studios for the hero image photoshoot. One of the baby models thought our paper strawberries were real and tried to eat them! The saliva-drenched aftermath was sadly unsalvageable.
04. Paper Asset Library

To expand the Grow Boldly campaign beyond hero images and banner ads, we created a paper asset library by photographing and silhouetting each model in three different views. The assets are now used in social media content, product promotions, and in-store pop-up displays at Babies R Us.

Creative Agency: Madwell
Brand Agency: Collins
Creative Director: Chris Sojka
Art Director: Matt Fry
3D Modelers: Annie Zeng, Lenora Rigoni
Photographer: Andrea Fremiotti
Photo Compositor: John van Barneveld
Paper Crafters: Annie Zeng, Lenora Rigoni, Matt Fry, Olena Subchuk
Paper Retouchers: Annie Zeng, Lenora Rigoni, Olena Subchuk, Jacob Smiley