Every year, Mother's Day looks the same. We made it look different.

The insight was simple and backed by data: mothers carry a disproportionate share of the mental load at home. We built an entire campaign around it, and made it fun enough to share.

Working with Paris-based agency Semaine, I creative directed a full brand moment: a game show-style video starring influencer Nicki Marie (1M+ followers), produced over a single day on set with a team of 20. I led talent casting, set design, and full shoot production for both video and photography. The social video has since reached nearly 100K views.

Beyond the hero content, I owned the complete site creative direction leading into Mother's Day, ensuring every visual touchpoint connected back to the campaign. Organic social was fully integrated, carrying the campaign voice and aesthetic across every post and format.