Home Sweet Holleigh

Home Sweet Holleigh is PHASE 1 of a slow-burn, long term, multiphase transmedia project/ARG called Blessed are the Branded. Experience and interact with Holleigh Locklyn, a conservative Christian tradwife mommy blogger on her blog, homesweetholleigh.com, and on her socials (Instagram and Tiktok, @homesweetholleigh). Participation is free, leisurely, and on your own terms- in the social media spaces where you likely already scroll! Blessed are the Branded is a darkly satirical hybrid project blending digital performance and live storytelling, chronicling a year in the life of “Holleigh Locklyn,” a picture-perfect Christian mommy blogger and tradwife influencer, and Bethany, an isolated, devout housewife who becomes disturbingly obsessed with her. But when Bethany discovers Holleigh is not a woman at all, but a corporate fabrication by the Christian craft store empire (and Bible museum funders) Hobby Lobby to market products and peddle conservative Christian ideals, her disillusionment triggers a spiral into religious psychosis. A biting exploration of online radicalization, manufactured and weaponized femininity, the “choice feminism” fallacy, corporate control, the romanticization of marriage, submission, and motherhood, and the seductive performance of online identities, the project exposes the blurred line between belief, branding, and breakdown in a culture increasingly defined by loneliness, curated perfection, and faith in the algorithm.