Through this work we want to honor the reality of motherhood and how that means something so different to so many people - whether it reflects the woman who raised us, mom-like figures who inspire us, the woman who helps us be the best moms we can be or simply taking a moment to reflect on our journeys of motherhood while being mindful that this time of the year can be triggering and painful.

The overall goal is to help all types of moms feel seen and encourage moms to reward themselves for all they do 24/7/365, while also driving guests to consider who mom is to them and help guide them them to the perfect gift that makes her feel special, pampered and loved.

This campaign strategy was inspired by the song I am Woman by Emmy Meli and the TikTok trend the audio ignited. I highly encourage you to click play while viewing the work :)