The Similac campaign redefined C-section parenting — turning quiet doubt into visible strength.
It honored the emotional journey of mothers, positioning Similac as more than formula: a true partner in protection for babies born by a different path.
ABOUT
To win over the brand, we began with a bold insight: C-section moms face an invisible burden — not just physically, but emotionally and socially.
INSIGHT
Similac Virgo
TVC Product Launch
Project Details
Client
Similac
Year
2024
Role
Art Director
3D Designer
Motion Lead
The Similac campaign set out to reframe the narrative around C-section birth — shifting from stigma to strength.
Instead of tiptoeing around the topic, we leaned into the emotional complexity: the doubts, the scars, the fierce love.
At its heart, this was a campaign about recognition — of every silent choice a mother makes, and every quiet strength she carries. Similac steps in not just as nutrition, but as a trusted partner in protection, tailored for those born by a different path.
The shield acting as the visual cue throughout campaign, representing mom's ally of protection.
MISC
