TOOLS
ADOBE PHOTOSHOP
FIGMA
FLORA AI
FIGMA
FLORA AI
YEAR
2025
PROJECT BRIEF
HIRO DIAPERS IS A BIODEGRADABLE DIAPER BRAND LEVERAGING MYCELIUM TECHNOLOGY TO DECOMPOSE DIAPERS IN MONTHS RATHER THAN CENTURIES. FOR THIS CAMPAIGN, I FOCUSED ON THE CONTRAST BETWEEN HOW FLEETING CHILDHOOD MOMENTS ARE AND HOW LONG DIAPER WASTE REMAINS IN THE ENVIRONMENT. THE CENTRAL MESSAGE, "YOUR DIAPER SHOULD NOT OUTLIVE YOUR KID'S TANTRUM PHASE," BECAME THE FOUNDATION FOR A SERIES OF PLAYFUL BUT PROVOCATIVE BRAND TOUCHPOINTS.
idea
I set a stance before designing anything: provocative optimism over sustainability guilt. The idea came from a mismatch in time. Childhood is temporary, diaper waste is permanent. “Your diaper should not outlive your kid’s tantrum phase” says it, and it’s funny before it’s serious, so the fact lands without a lecture.
system
One rule held the campaign together: three visual registers, and every piece picks one and never blends them. The copy runs in tiers the same way, from the emotional hero line to a product line and a short cultural slogan. Each line went to the register that could say it best.
Register A: Editorial
Cream, a black serif, orange accents and real product photography. It’s the register for places where people stop and read. It carries the hero line on the bus shelter, over a diaper folded into a rose, and the five-step stories that show how the pouch works, from a used diaper to the mycelium getting to work.
Register B: Spore Field
Burnt umber and electric orange gills, set in a condensed sans. It’s the register for chanting, so it carries “Mushrooms > Microplastics.” On the wildposting wall it makes the claim, “Most diapers stick around for 500 years.” Each claim poster hangs next to an Editorial proof poster of a HIRO diaper already breaking down. The two registers sit side by side but never mix on one poster.
Register C: Acid Bloom
Neon lime and orange in a stacked heavy serif. It’s the youngest and loudest register, built to land in two seconds. It carries the product line, “The first diaper nature wants back,” on the feed and on the billboard.
AI art direction
Some of the imagery in this campaign was generated with AI. The diaper-rose on the bus shelter started as an image from ChatGPT, then went through rounds of prompting in Flora, using the Nano Banana 2 model, until it looked clean and editorial.
I treated each prompt like a brief for a photographer and judged every result against the layout it had to sit in.
