Explore

Sept 23-27

Batch 1 - Brief 2 - Cool Mom - Essentials - Live In It

Brief Overview

Ad Sizes: 4x5 & 9:16

Concept:

‘You’re going to live in this’

This concept focuses on the versatility of the Bumpsuit jumpsuits. The b-roll should show women of all stages of their pregnancy wearing the same ‘Lucy’ jumpsuit and styling the bumpsuit in different ways to show how to can be worn for any occasion.

This batch is made for the ‘The Cool Mom’ persona. They value keeping their style into pregnancy and evoke a ‘cool mom’ aesthetic in the way they present themselves. The B-roll should evoke this aesthetic.

Hypothesis: showing how different women have styled the 1 piece throughout their pregnancy and beyond will help prove the value for investment

Video Inspo:

Primary Inspo:

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https://app.tryatria.com/ad/m1723963808377011⁠

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https://app.tryatria.com/ad/m824622569883803⁠

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https://app.tryatria.com/ad/m962668828605883⁠

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Secondary Inspo - to show a more elevated look and the music + text style

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https://app.tryatria.com/ad/m2879647485521113⁠

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https://app.tryatria.com/ad/m1481414649468169⁠

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https://app.tryatria.com/ad/m311004054879858⁠

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https://app.tryatria.com/ad/m358568063752755⁠

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Testing Variable:

4 Video Ad Variations Total - see specifics below

Brand Guide:

This brand is very brand conscious and really values aesthetics - please be mindful of using the brand guide and overall designing for a higher end luxury look and feel.

This is a ‘cool mom’ brand - ads should come off as aspirational.

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STYLE GUIDE.pdf

942 kB

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Product:

‘The Lucy’ Maternity Unitard:

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https://www.bumpsuit.co/en-ca/products/the-lucy?variant=40067038281892⁠

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Raw Assets:

SCRIPT/STORYBOARD

SCRIPT/STORYBOARD

BLOCK

Audio

Visual

Notes

Hook 2

If you’re pregnant, this is the only jumpsuit you need

brittaneydonaghy_without_text (2).mov

Clip starting at 7s

Hook 3

How to effortlessly style your bump

@laurenelyce video .MOV

Clip at 10s to 15s - condense if needed to show both fits in the hook

Product Intro

The Lucy Bumpsuit molds to your body with its buttery soft, luxe fabric that feels like a second skin.

Video 7-6-2024, 4 11 30 PM.mov

Clip at 10s is the Lucy

Double-lined for support and made with 4-way stretch fabric

23_IG_reel_princessa_anastasiya_2024-08-05.mp4

Clip starting at 17s + Clip starting at 12s when she stretches it

it feels luxurious while keeping you comfortable throughout the day.

25_IG_reel_tessshanahan_2024-04-08.mp4

Clip starting at 3s

Perfect for lounging at home

3_IG_reel_juliedommanget_2024-04-11.mp4

any clip in this one

running errands,

#5.mov

last few seconds of video when she isn’t talking and is posing

or dressing up for a night out.

jaydeheiser .09.09.2023.mp4

Clip at 20s - working around her GRWM clips to show she’s getting ready with that blazer

It’s designed to grow with you during pregnancy and beyond.

3_TT_post_clairecuneo_2024-04-08_raw.mp4

samantha_herewini.09.13.2023.mp4

Claire starting at 22s then flows into Samantha at 2s in the same pose but bigger bump

Social Proof/CTA

Once you try it, you’ll understand why everyone says, "I live in it."

tenleymolzahnHGwithVoiceOver_withoutpolyestermention .mov

brittaneydonaghy_without_text (2).mov

Clip at 10s + last clip of Brittany as she walks away to fade into End Slate

End Slate

Branded end slate with logo and Shop Now CTA

There are no rows in this table

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EDITS From Draft 1:

Discard Hook 1 entirely.

Keep Hook 2 & Hook 3 but we will have 2 versions of each:

Version 1: music and branded text, simplified copy

Version 2: more organic/native look and feel, text-to-speech with Jessie voice, longer form text like in this first draft. This version should have a low background music added but it should not overpower voice.

Export settings: please check export settings as the clips came out more lo-fi in the edit than the original clips.

Visual edits:

Transition at 23s - the fade/pixelated transition isn’t cohesive with the overall elevated look we’re going for. remove this transition style

Clip at 27s - use more of creator walking in this clip so it doesn’t end on the empty plaza

VERSION 1: music + branded text:

https://app.tryatria.com/ad/m962668828605883⁠

Please use two different music audios to act as audio hooks. Feel free to get inspo from their IG Reels

Script:

Hook 1 - If you’re pregnant, this is the only jumpsuit you need

phase this in, start with ‘if you’re pregnant’, then add in the rest but by the end all should be on the screen

Hook 2 - How to effortlessly style your bump

Meet ‘The Lucy’ jumpsuit

Buttery soft, luxe fabric

Double lined for support

4-way stretch to grow with your bump

Dress it down for everyday wear

or dress it up for girls night or date night

Once you put it on, you’ll understand why everyone says ‘I live in it”

End Slate

VERSION 2: organic look and feel, including text:

https://app.tryatria.com/ad/m824622569883803⁠

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Script

Hook 1 - If you’re pregnant, this is the ONLY jumpsuit you need

phase this in, start with ‘if you’re pregnant’, then add in the rest but by the end all should be on the screen

Hook 2 - How to effortlessly style your bump 🤰✨

Meet ‘The Lucy’ Bumpsuit

It molds to your body with its buttery soft fabric that feels like a second skin.

Double-lined for support and made with 4-way stretch fabric, it feels luxurious while keeping you comfy throughout the day.

Perfect for lounging at home, running errands, or dressing up for a night out.

It’s designed to grow with you from pregnancy to postpartum.

Once you put it on, you’ll understand why everyone says, "I live in it."

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