The Enfamil team approached me to help them shoot three documentary style films portraying mums with their babies for Mother’s day. The campaign, addressed to different markets around the world, responded to the insight that many moms, especially new moms, aren’t finding themselves in the family photo albums as they’re always the ones taking the pictures.

With this campaign Enfamil tried to bring moms back into the picture.

I used a 50mm lens on a handheld camera to make the films look intimate and homemade. We chose a house location for the shoot to make both moms and babies feel more comfortable.

Creative Team: Grace Ackroyd and Annabel Shingler
Creative Director: Jo Jenkins
Strategy: Kei Lawford
Filming and directing: Lucia Mencos