HugMees by Squishmallows — Made to Be Squeezed

Photography designed around hugs, softness, and familiar faces.

HugMees by Squishmallows brings together a wide range of licensed characters in an extra soft, huggable format designed for younger audiences. Created in collaboration with Jazwares, the photography focused on capturing each character clearly and consistently, even while working with toddler age talent.

A key challenge of the shoot was posing young children to hold each character just right, ensuring faces, proportions, and details were presented cleanly across every image. To support multiple licenses while maintaining a cohesive look, the work relied on a repeatable system of monochromatic sets. Each environment was tuned to align with the specific character or brand, allowing individual worlds to come through while keeping the overall visual language consistent. Nitta led creative direction, set design, talent casting, photography, and post production, delivering a scalable image library designed to support ongoing releases.