Vogue x Dyson for Mother’s Day: As You Are…

We live in a world where beauty and grooming standards are (increasingly) unrealistic for women. The kind of world a mom would not want her daughter to grow up in.

Instead, the mom would hope that her daughter navigates that world while staying true to who she is and believing in her inner voice, as opposed to the voices around her. With this Mother’s Day campaign, we captured a mom’s take on grooming and the standards that come with it, all with reference to her young daughter.

It features that little dream that she is dreaming for her daughter - a life where the daughter defines her own grooming standards and style. The video captures a sweet, heartfelt note from the mom to her daughter.

My Role: Creative Partner - Strategy & Productions