Tommy’s

Creative Direction

Tommy's came to us wanting a low budget digital campaign that would punch above its weight.

Premature birth is a sensitive subject, and we wanted to create some brave work. We wanted to remove the stigma associated with premature mothers, and reposition them through powerful, nuanced photography.

We worked with real service users to show that a premature birth doesn't just happen to 'other people', it can happen to anyone.

Our digital work was supported by Print in The Sun and City AM, and some billboards generously donated by Mindshare.