Born for Now

Parent-first baby brand startup Emulait is introducing its flagship product to the European market, the world’s first biomimetic baby bottle, with a global social media campaign called “Born for now”.

The creative campaign was devised by creative agency B-Reel with the aim of giving parents a sense of freedom and confidence when it comes to the experience of feeding their babies, and to encourage everyone to get involved, including mums, dads, partners, grandparents, co-parents, aunts, uncles and siblings.

At its heart are two films shot in cinematic style, highlighting the ways that Emulait’s innovative design replicates a mother’s breast. It’s a bottle designed by nature and backed by science. From shape, colour, elasticity and texture, every single detail has been carefully researched, engineered and crafted to make feeding feel as natural as possible.

“Latch on to Something Big” showcases the bottle’s unique design, and moves over every small detail of skin-like texture before landing on the nipple. A powerful voiceover describes freedom of choice as the most beautiful thing there is and is sweetly contrasted by the intimate sounds of a baby feeding calmly, before ending with the tagline “Born for now”.

The playful second film, “Proud to be a replica”, uses Meta’s censorship rules to entertain the audience, with a witty voiceover protesting as the bottle’s nipple and areola become blurred and censored.

In addition to the films, the campaign features still images of parents sharing intimate moments with their babies, shot by director and photographer Jessica Sidenros. The campaign breaks across social media