For Mother’s Day, Sephora set out to expand the narrative around what it means to be a “mom.” This campaign was designed to honour the full spectrum of motherhood—biological moms, adoptive moms, stepmoms, grandmothers, aunts, drag moms, pet moms, and every caregiver and nurturer in between. As creatives, we were intentional in shifting the focus from a singular image of “mother” to a deeper celebration of the act of mothering itself.

The concept was rooted in authenticity and emotional truth. We invited real people to share stories of how they mother and have been mothered—illuminating the love, protection, wisdom, and care that define these relationships in all their diverse expressions. Our approach was grounded in storytelling that felt raw, reverent, and inclusive, with visuals that honored both the everyday and the extraordinary.

At its core, the campaign reminds us that there is no one definition of mom—and that is something truly worth celebrating.

Role: Creative Director
Scope: Conceptualization, Strategy, Art Direction, Casting, Storyboarding, Production, Retouching, Post-production Supervision

Director: Sean Stiller
Hair: Sandra Yang
Art Director: Jaimie Hallarn
Writer: Carla La Marca
Editor: Miguel Barbosa