Creativity

A New Mom Gets a Surprising HR Review in an Uplifting Spot From Chicco

Documentary-Style Film Captures Her Genuine Reactions

By Alexandra Jardine. Published on Sep 22, 2016

Editor's Pick

Baby equipment brand Chicco filmed a real-life new mom returning to her workplace after maternity leave for a documentary-style spot to which parents everywhere will be able to relate.

Jessica (who works for an outdoor brand, and was selected from a shortlist of 20 couples), was filmed by agency MullenLowe attending a performance review with her head of HR -- an experience that can often be daunting, and indeed she starts out unsure of herself as she describes how her life has changed since parenthood.

Told she was being filmed for a branded documentary about work-life balance, Jessica was unaware of the performance review until immediately prior to filming, so her reactions are genuine as she watches video clips not only from co-workers but friends, family and even her husband. They all say she's doing an amazing job, and the spot delivers an uplifting message for new moms -- having a baby isn't the end of something, but the "start of everything."

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Credits

Date
Sep 22, 2016
Agency:
MullenLowe
Chief Creative Officer:
Mark Wenneker
Client:
Chicco
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
David Weist
Associate Creative Director:
Allison Rude
Associate Creative Director:
Brian Leech
Executive Director of Integrated Production:
Liza Near
Director of Broadcast Production:
Zeke Bowman
Senior Integrated Producer:
Liz Shook
Assistant Producer:
Sarah Brennan
Director of Business Affairs:
Kim Burns
Managing Partner:
Sheila Leyne
Social Communications Strategist:
Sheila Leyne
PR:
Sheila Leyne
Group Account Director:
Rebecca Ginsberg
Group Planning Director:
Elizabeth Paul
Client Executive:
Tom Gwiazdowski
Chief Financial Officer:
Tom Gwiazdowski
General Manager:
Brenda Liistro
Global Nursing Marketing & Product Engineering Director:
Federica Padoa
Senior Product Marketing Manager:
Caterina Faraca
Production Company:
Tool of North America
Director:
John X. Carey
Managing Director:
Oliver Fuselier
Executive Producer:
Robert Helphand
Producer:
Leslie Owen
Director of Photography:
Duncan Davidson
Editorial Company:
Wax NY
Editor:
Christopher Huth
Assistant Editor:
Drew Balke
Assistant Editor:
Ryan Harrington
Senior Producer:
Evan Meeker
Managing Director:
Toni Lipari
Color Correction:
Wax NY
Visual Effects:
Wax NY
Audio Post:
Plush - New York
Sound Design/Mixer:
Rob Fielack
Original Music:
Found Objects
Track:
Bouncing Around
Track:
New Discoveries

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