We were asked by hmv to look at their seasonal in-store campaign for Mother's Day - traditionally one of their hardest looks to crack. After a lot of exploration of 'what Mums are all about' we came up with a simple look that uses aspirational upholstered lettering in a contemporary home setting. The finished campaign creative echoes home life, relaxation and quality time through carefully selected fabrics and colourschemes. The images are stripped right back to their simplest form, where quite literally, Mum's the word!