In 2017, as part of a larger design update for the billion-dollar Angel Soft® brand, there was an opportunity to find a fresh (and real) face for the Angel Soft baby.
In order to better connect with consumers and convey authenticity, the brand wanted to utilize a real baby on packaging, rather than the artist’s rendering that had been used for many years. So, we launched a casting to find the new face of Angel Soft.
Casting, Photo & Video Art Direction: Ashley French
Brand Identity: Little Big Brands
Advertising: Deutsche LA
Photography: Acres Studios
Shot List Development