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Molly Baz, celebrated cookbook author and chef, returns to the spotlight in a striking new billboard campaign for Bobbie, the organic infant formula brand. Capturing this defining moment in her motherhood journey is PEDEN+MUNK, the husband-and-wife photography duo made up of Taylor Peden and Jen Munkvold, whose friendship with Baz adds tangible intimacy to the campaign.

PEDEN+MUNK, represented by , have earned a reputation for their evocative visual language; their ongoing collaboration with Baz is no exception. With a history of working together, the duo has photographed Molly for some of her most memorable projects - most-recently, capturing Molly in her ninth month of her pregnancy back in June as .

This new initiative for Bobbie brings the trio together again, showcasing a billboard that finds Baz in a moment that’s both tender and empowering. Bobbie, known for its purposefully-sourced, organic formula, partnered with Molly Baz, captured by PEDEN+MUNK to highlight its commitment to evolving the conversation around infant feeding.

“We set out to make a powerful statement about modern parenthood. I feel wholeheartedly that it’s our job to support parents in whatever feeding choice they make. I am personally a big cheerleader for working mothers, and Molly is such an inspiration,” says Jen Munkvold.

Above: Photo taken from Bobbie’s Instagram (@bobbie)

Through their lens, the duo presents Molly not just as a new mother, but as a champion of nutritious options for infants. And more importantly, as an advocate of bringing up a baby on your terms. The campaign shines a spotlight on the evolving landscape of parenthood, while the emotional connection between Molly and PEDEN+MUNK is evident in every frame.

“When Ollie was born I was staunch and followed the breast is best mentality (also, Bobbie wasn’t around yet when Ollie was a baby!),” Jen recalls from personal experience. “But when Leo was born I knew we all would be happier and healthier if we incorporated formula into our routine, we proudly used Bobbie and it’s really a remarkable product.”

PEDEN+MUNK’s distinct style, known for balancing rawness with beauty, perfectly aligns with Bobbie’s mission to reframe the narrative around formula feeding. The result is a billboard that feels both intimate and powerful, showcasing the strength of modern motherhood.

“It’s always an honour to work with a brand that aligns so personally with my own journey as a parent,” adds Jen Munkvold about Bobbie. “Shooting Molly for this campaign, for Bobbie, was an incredible experience, and to see our work and message in Times Square is a true career highlight.”