The first commercial to show lactating breasts on television. Ever.

Why does culture treat one of the most common experiences of new motherhood as simply nudity, rather than reality?

We creatively led a campaign for Frida Mom that showed something television advertising had somehow managed not to show before: what breastfeeding actually looks like. The film stays with the physical experience of early motherhood. The leaking. The soreness. The pumps. The exhaustion. The strange intimacy of learning how to feed another human with your own body.

With no paid media beyond a single Golden Globes placement, the campaign generated two billion earned-media impressions in its first week, drove a 400% increase in traffic to FridaMom.com and increased social engagement by 30%.

Sometimes breaking a convention does not require inventing something the world has never seen. It requires showing something millions of people already have.