WaterWipes, #ThisIsParenthood, Shot by Kristin Vicari and Felicia Chang

WaterWipes is a pure, honest brand that recognises the realities of being a parent. Not a packaged ‘perfect image’ of parenthood, but an honest and true depiction of what it really takes to raise little humans, and we brought that to life with an integrated campaign. For photography, we commissioned Kristin Vicari photographing families in the UK and USA and Felicia Chang in Canada. Each photographer captured genuine, honest parenting moments in the families' own homes. This was a global launch and we had a prime location in Times Square NYC.