Lauren Greenfield Captures Mother-Daughter Bond in Hallmark's Mother's Day Film

'Like a Girl' Director Conducted Interview While Mom Secretly Watched

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Editor's Pick

Hallmark called on the talents of Lauren Greenfield, director of Always' #LikeaGirl spot, for this Mother's Day film in which two daughters (one of whom appears to be actress Amy Okuda from The Guild) are interviewed about their mom, while the mom secretly watches. While it's not exactly a new idea (Minute Maid did something similar with moms and dads reading out their kids letters this week), Greenfield's intelligent and probing questions -- asking the daughters to describe their relationship without using "thanking" for example -- get some genuinely emotional responses. And of course, when mother and daughters are brought together, it's a real feel-good moment. Leo Burnett created the spot, which ends with the line "Put your heart on paper."

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Hallmark embarked on a social experiment asking people to talk about their moms and describe their feelings beyond the typical expressions of love.
Apr 26, 2015
Leo Burnett Chicago
Chief Creative Officer:
Susan Credle
Executive Creative Director:
Charley Wickman
Creative Director:
Mark Wegwerth
Creative Director:
Christopher Cole
Head Of Production:
Vincent Geraghty
Executive Producer:
Tom Keramidas
Music Supervisor:
Chris Clark
Music Co.:
Editorial Co.:
White House Chicago
Post Production Co.:
The Mill
Head Of Production:
Adam Guliner
Line Producer:
Julianne Maloney
David Cea
Executive Producer:
Kristin Branstetter
Luke Morrison
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