Creative Director / Copywriter
Avon :: Luminatta
Before being a mother, she’s a woman.
We wanted to challenge the idea of the super-hero mom that advertising and brands many times portray these women on Mother's Day: agile multitaskers who make taking care of their family’s needs before their own a priority. Our approach was to portray these mothers as women first, with talents and interests of their own, who naturally pass on their traits to their offspring.
Credits:
Agency: J.Walter Thompson São Paulo
Creative Direction: Renata Leão & Danilo Janjacomo
Creatives: Nayara Lima, Paulo Felipe & Jose Oliveira
Film Production: Delicatessen / We Are Magnolias
Sound Production: Punch
