P&G - ALL GOOD DIAPERS

Gen Z parents are largely underrepresented in today's media, so to launch P&G's 'All Good Diapers' we looked beyond just celebrating 'good' in the product itself by shining a light on its shared ethos with modern parenthood.

We cast real Gen Z families, shot in real homes, choosing to show the beautiful imperfections that come with being a young parent, rather than the category convention that historically paints an unrealistic portrait of perfection.

Together with famed and cult-like-followed director Ashley Armitage, we created an anthem spot, a cause film, a series of vignettes, OOH, digital, and social.

As Creative Director I led the team in Toronto and NYC from concept to execution, delivering a campaign that fought hard to accurately represent and reflect the new generation of parents.