Celebrate Every Dad
Celebrate Every Dad was a social-first campaign for Lord & Taylor that approached fatherhood as a lived experience rather than a single definition. Built around the ideas of balance, identity, and presence, the work explored how modern fathers navigate responsibility, selfhood, and showing up every day. The campaign was designed to unfold gradually on social, allowing these ideas to resonate through real voices and moments.
Balance
Fatherhood today exists in constant negotiation, between work and home, ambition and presence. This pillar explored how modern fathers navigate competing demands, allowing the story to unfold gradually through short-form content released over time rather than a single moment.
Identity
Rather than defining fatherhood through a single archetype, the campaign presented it as something shaped by lived experience. By featuring fathers from different backgrounds, the work reflected how personal identity and parenthood evolve together in everyday life.
Presence
At its core, the campaign focused on showing up—emotionally, physically, and consistently. Designed for social platforms, the staggered rollout encouraged reflection and connection, emphasizing small moments over grand gestures.
