“Brands with overwhelmingly male audiences spend a lot of time and money trying to entertain. But when it comes to women, and especially with household products, the approach is to mirror women as ‘they are,’” Taffe said.
“Why can’t we entertain women, too? She doesn’t need to see herself replicated to understand if something is or isn’t for her.”
Like the talent on screen, the creative and production teams behind the scenes were representative of a diversity of women, including Quilted Northern senior brand manager Priti Lokre, Orchard creative directors Taffe and Heather Larimer, and director Tokyo.
For the casting process, Tokyo and Orchard looked at more than 400 women aged between 25 and 70 of varying ethnicities and body types, to recruit their trio of Quilted Queens.
“The production itself was one of the most stress-free, joyful shoots any of us had ever been on,” Taffe recalled. “Everyone had an open, trusting, happy spirit: no egos, just possibility.”
