Lauren Greenfield Captures Mother-Daughter Bond in Hallmark's Mother's Day Film
'Like a Girl' Director Conducted Interview While Mom Secretly Watched
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."
Credits
- Date
- Apr 28, 2015
- Agency :
- 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 :
- Massive
- Editorial Company :
- White House Chicago
- Post Production Company :
- The Mill
- Head of Production :
- Adam Guliner
- Line Producer :
- Julianne Maloney
- Editor :
- David Cea
- Executive Producer :
- Kristin Branstetter
- Colorist :
- Luke Morrison
- Brand :
- Hallmark
- Client :
- Hallmark
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