CREDS

Agency: Wednesday
Creative Partner: Amy Thomas
Director: Carissa Gallo
DP: Frank Mobilio
Stylist: Emma Larsen
Set Designer: Dylan Lynch
Production: Andrew Gallo

ABOUT

Traditional representations of the path to parenthood are unrealistic, ignoring the struggles, absurdities, as well as the diversity of experiences. Pregnancy guidebooks are some of the worst culprits. Through a campaign featuring a short film, book and tapping into real peoples’ stories, we subverted the outdated guides by showing the real, raw, inglorious reality of what becoming a parent is really like.