Ultimate BodyFit Bra

Our friends at Medela chose Hocus Pocus Studio to make the films for their global launch of the new BodyFit Bra. Our brief was to convey 3 messages: that you get great support, the perfect shape and that the bra grows with your changing body, through your pregnancy and breastfeeding journey.

Our challenge was to cast and shoot the different mums and babies to tell the story. We didn’t want the films to be too CG heavy, but did rely on some of our graphic skills to illustrate the technology behind the design. As is so often the case nowadays, we had a big playout task too: multi-region, multi-language and multi-duration outputs kept us busy long after the main edit.

nursing women
woman nursing baby
nursing bra
woman holding laughing baby
bra geometry graphic
nursing bra


Director: Justin Lowings
Creative Director: James Murphy
Producer: Miles Paulley
DOP: Craig Herd
Design and Art Direction: Theresa Hilsden
Animation / post: Justin Lowings
Sound design: Richard Lewis

Hair: Collette Ruddy
Makeup: Louise Lerego
Pregnant mother: Yasmin Goodison
Mother & Baby: Stella De La Cruz & Elijah
Mother & Baby: Alice Rubin & Ashton