StandInBaby digital media kit

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com

The StandInBaby Story StandInBaby is the world’s first, fully-articulated, lifelike and camera-ready posing and training aid specifically designed for newborn photographers, by newborn photographers.

Designed to introduce a new level of safety and education practices never before seen in the newborn photography industry, StandInBaby significantly accelerates learning for those just starting out while fostering creativity and adding strength to the abilities of existing photographers – all while keeping infant safety top of mind.

Created by Sandra and Brendon Moffatt of award-winning newborn photography studio Moffatt Photography, the idea for StandInBaby was born when Sandra was faced with training a new assistant who was unfamiliar in the art of newborn photography.

In today’s market, the only way that photographers can learn this very specific kind of photography – usually conducted before the child is even ten days old – is to practice on real babies. As the industry evolves, the Moffatts became more and more convinced that this practice was no longer acceptable, and after finding that there were no training aids or alternative learning methods available anywhere, set out to make the change they wished to see.

“When I started out in the industry years ago and newborn photography was an extremely new concept it was just how it was done - we learnt on real babies, offering free shoots to parents to be able to photograph their children and develop their skills, said Sandra Moffatt.

“It was just the only option back then, but today, with the way that the newborn scene has blown up all over the world and new photographers entering the industry every day, it just seems insane that that is how we still do things.

“The prospect of having one of my new assistants train with actual babies when they were learning simply horrified me, and it really drove home to me that now is the time for change.

Following two years of intensive research and development, 27 prototypes, and more than $70,000 of personal investment, StandInBaby was launched to the world through a Kickstarter campaign in November of 2015 (ending 8 January 2016), with a number of pledges offering the opportunity to receive StandInBaby at a once-off discounted price. See http://kck. st/22msbtd for the full list of available pledges.

For StandInBaby to progress past the prototype stage, $175,000 Australian Dollars must be raised through the Kickstarter campaign, with the funds raised to be used for the tooling and manufacturing required to bring this revolutionary product to market in July of 2016. In the first four hours of the campaign launching, more than $100,000 AUD was raised. Currently, the project is just $35,000 AUD away from its goal.

Even as a prototype, a community of industry heavyweights is already throwing its support behind StandInBaby, with an online forum attracting more than 2,900 members in just the first month of the product becoming public.

“StandInBaby is amazing. I have held her for two minutes and immediately she felt like she was a real baby.

The fluidity of her body is exact. The measurements – precise. I believe she will revolutionise the newborn industry in regards to baby safety training and handling,” said leading newborn photographer of more than 15 years, Ana Brandt.

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com

Frequently Asked Questions - StandInBaby What is StandInBaby?

StandInBaby is the world’s first, fully-articulated, lifelike and camera-ready posing and training aid specifically designed for newborn photographers, by newborn photographers.

Why was StandInBaby developed?

StandInBaby was designed to introduce a new level of safety and education practices for the newborn photography industry. At the same time, StandInBaby significantly accelerates learning for those just starting out, while fostering creativity and adding strength to the abilities of existing photographers – all while keeping infant safety top of mind.

Who developed StandInBaby?

Alongside some of Australia’s leading engineers, StandInBaby was created by award-winning newborn photographer Sandra Moffatt and her husband Brendon Moffatt, who together own and run Moffatt Photography in Springfield Lakes, Queensland (Australia).

Without this tool, how can newborn photographers learn?

Currently the only way that newborn photographers can learn when starting out or experienced photographers can try new poses or techniques, is to practice on real babies. Sandra and Brendon Moffatt believe that in today’s growing and evolving marketplace that this poses an unacceptable risk to newborn safety.

How has StandInBaby been developed?

Two years of intensive research and development has gone into the StandInBaby project, including 27 prototypes and $80,000 worth of personal investment by Sandra and Brendon Moffatt. Three prototypes currently exist, with another 4 currently on their way, which are being used to raise awareness ahead of an anticipated full production run in 2016.

How much will StandInBaby cost?

StandInBaby will retail at approximately $1,100 AUD or $850 USD. Why is the cost set at that level?

The StandInBaby team has endeavoured to keep the cost as low as possible, while still delivering a quality product that follows-through on the quest to improve safety and provide a realistic training tool to the newborn photography industry. The Kickstarter pricing is lower to thank those who have stood behind the project in its early stages, and in doing so, will cover only the minimum manufacturing and supplier costs to bring StandInBaby to market. No profit or return on their previous investment into this product will be received by the StandInBaby developers until the product is available on the open market.

Is StandInBaby useful for experienced photographers as well as those starting out?

Yes. StandInBaby can add value to every studio, enabling photographers of all levels to carefully plan and prepare each session, test props and their posing possibilities, learn new infant wrapping techniques, illustrate complex newborn poses to clients and their children, work with nervous or anxious older children before they attempt poses with the newest addition to their family, concept manage creative ideas, design new composite posing solutions, master or experiment with new lighting techniques, ensure elderly clients are capable of particular poses prior to shooting (especially in cases of arthritis or joint problems), hold workshops or online tutorials to illustrate processes more clearly, and more.

How lifelike is StandInBaby?

Never before has a newborn training aid been weighted, sized and articulated as close to a true-to-life newborn baby as StandInBaby. The secret to StandInBaby’s advanced articulation is the unique ball joint design, which has been developed by the design team at CMD by overlaying StandInBaby with real newborn baby X-rays. This approach has allowed StandInBaby’s joints to move in a relaxed (sleep-like) fashion, while stopping the movement when required to accurately mirror the limitations of a real newborn baby. In size as in movement, StandInBaby is designed to match an average newborn baby. StandInBaby is 50cm in length and has a simulated weight of 7 pounds, with the weight distributed in the right areas to accurately reflect that of a newborn. As such, the head holds a large portion of the entire weight, and has a diameter of 36cm just like a true-to-life newborn. The hands are 7cm long and CMD even used a real newborn baby’s footprint to design the 7cm long foot.

What is StandInBaby made of?

In line with our never-ending quest for increased newborn safety, StandInBaby is made from washable and hygienic silicone materials (in both Caucasian and African American skin tones) that are BPA-free, non-toxic and fire-resistant.

In the manufacturing process, each screw is fitted with a high-strength thread-locking compound, to ensure that StandInBaby is free of choking hazards.

When will StandInBaby arrive to market?

The first StandInBaby products are expected to be shipped to Kickstarter pledgers and pre purchases in July of 2016.

Can I claim my StandInBaby purchase on tax?

If you are in Australia and run a photography business, you can claim 100% of your StandInBaby purchase as an asset to your business. Of course, the StandInBaby team suggest that you check with your own accountant before making any decision.

How can I get involved?

The Kickstarter campaign has now ended – However there are still options to pre purchase a StandInBaby via the website http://www.standinbaby.com. For more information, please visit StandInBaby.com, or visit the StandInBaby Facebook page or public Facebook group.

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com

Fact Sheet – StandInBaby Developers: Award-winning newborn photographer Sandra Moffatt and Brendon Moffatt, of Moffatt Photography (Springfield Lakes, Queensland, Australia), in conjunction with leading engineers from CMD. Dimensions:

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Weight: 7 pounds – distributed so as to echo the weight distribution of a real-life newborn Height: 50 centimetres Head circumference: 36 centimetres Hands: 7cm long Feet: 7cm long – developed using a real-life baby’s footprint

Materials:

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Stainless-steel ball-joints, designed using real-life newborn baby x-rays and intensive research to accurately mimic the relaxed and sleep-like movements of newborn babies while also representing their movement limitations.

Washable and hygienic silicone body that is BPA-free, non-toxic and fire-resistant – both Caucasian and African American skin tones Screws fitted with high-strength thread-locking compound, ensuring StandInBaby is free of choking hazards.

Why is this product important?

StandInBaby revolutionises the way that newborn photographers can learn, and will add to the repertoire of existing experienced photographers in the field. Currently, the only way that new photographers can learn the art of newborn photography is to watch others and then try themselves on newborn babies – this poses unacceptable risks to newborn safety. Never before has a newborn training aid been weighted, sized and articulated as close to a true-to-life newborn baby as StandInBaby.

What can StandInBaby be used for?

As well as for training new and inexperienced photographers, StandInBaby can add value to photographers of all levels, enabling them to carefully plan and prepare each session, test props and their posing possibilities, learn new infant wrapping techniques, illustrate complex newborn poses to clients and their children, work with nervous or anxious older children before they attempt poses with the newest addition to their family, concept manage creative ideas, design new composite posing solutions, master or experiment with new lighting techniques, ensure elderly clients are capable of particular poses prior to shooting (especially in cases of arthritis or joint problems), hold workshops or online tutorials to illustrate processes more clearly, and more.

Costs: Once in production, StandInBaby will retail for approximately $1,100 AUD / $850 USD Distribution network: Purchasing will be available via StandInBaby.com, with delivery available worldwide from the Australian base.

For more information:

• StandInBaby Facebook page – http://on.fb.me/1V0EBC3

• StandInBaby Facebook public group – http://on.fb.me/1ZmFdo9

• Website - StandInBaby.com

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com

The StandInBaby Team Sandra Moffatt – Co Founder After discovering the wonders of Photoshop at the early age of 13, editing and creating digital art pieces instantly became Sandra’s artistic passion, along with painting and drawing. After studying film photography at school, Sandra continued to follow this passion through the Commercial Arts and Training College while at the same time working full-time as a graphic designer.

With opportunities opening before her, Sandra would go on to pursue a 12 year career in graphic design and marketing.

However, her passion for photography never wavered and in 2008 she would take the leap to finally pursue her love for the camera - first as a lone determined woman with a camera, and then with the establishment of the fully-fledged Moffatt Photography studio specialising in newborn photography by 2011.

Soon, the mother of two would be photographing more than 200 bundles of joy each year, winning several awards for her work and establishing a reputation for herself as somewhat of a ‘baby whisperer’ thanks to her expertise in handling and working with newborns. Coupled with her unique creative style and the special skills she brings to the editing suite thanks to her years in graphic design, Sandra and Moffatt Photography have gained fans from all across the world and to keep up with demand, have needed to expand with the hiring of additional assistants and photographers.

It was this need that eventually lead to StandInBaby. After employing an assistant in 2014 who was unfamiliar with newborn photography, it was impossible for Sandra to ignore the potential dangers of the current process for learning the hugely popular art form. Horrified at the thought of her well-meaning yet inexperienced assistants practicing on precious babies, she instantly set to work on creating a new ‘best practice’ standard for the industry. Today, Sandra is keenly focused on newborn safety and continued manufacturer developments as the project nears full-funding and manufacture in 2016, while still offering photography services through Moffatt Photography.

Brendon Moffatt – Co Founder Whilst enjoying photographing weddings from time to time alongside wife Sandra, for most of the past five years Brendon Moffatt has owned and managed the multi-award winning photography studio, Moffatt Photography. Coming from a training and assessing background, from the moment he entered the newborn photography industry Brendon was aghast at the lack of safety options available for those seeking to learn in the rapidly evolving industry.

It seemed that expanding the business – which meant training new staff safely – was an almost impossible task, and as he spoke to others in search of a training aid, he realised that industry leaders were screaming out for a solution to what was a growing safety concern. Soon, it was clear that he and Sandra would need to be the change they wanted to see in the industry, and so the concept of StandInBaby was born. Today, Brendon manages product design, manufacturing and logistics in the StandInBaby project as he and Sandra seek to see it funded and ready for manufacture in 2016.

For more on StandInBaby, please visit the StandInBaby.com

+61 7 3470 1441

create@StandInBaby.com

www.StandInBaby.com