I wrote and creatively directed this story for NIVEA on Mother’s Day which explores the pressures and complexities of relationships within the pandemic and in particular that of millennials, who were forced for many reasons to move back home with their families and leave their independent lives behind. Not only did this age group have to take their professional and personal adult lives into their childhood bedrooms, but they were also the demographic most affected by job losses and unemployment.
And as much as millennials love their mothers, they are also more likely to show their true feelings, frustrations and angers to them. All of these complex emotions are then contrasted with the overwhelming human need for touch during the many months of isolation and separation experienced all over the world. But when it comes to touch, no matter our age or situation, there's no power like a mother's touch.
The digital campaign featured an online film, social cutdowns and shareable memes, popular with the target demographic.
