Celebrate Every Mom
Celebrate Every Mom was a social-first Mother’s Day campaign created for Lord & Taylor, built around the idea that motherhood is shaped through shared experience and generational connection. The campaign centered on intimate conversations between mothers and daughters, including Christie Brinkley and Sailor Brinkley-Cook, and Gina Rodriguez and her mother, exploring identity, influence, and what is passed down over time. Told through honest dialogue and restraint, the work framed motherhood as something lived, evolving, and deeply personal rather than idealized.
Role: Strategy, Creative Direction, Video Direction
Social Framework
Designed as a serialized social narrative, the campaign was released across Instagram and YouTube, allowing each mother–daughter story to unfold through longer-form conversation and supporting short-form content. The YouTube films served as the primary storytelling vehicle, with select episodes reaching over 800,000 views, while Instagram supported pacing, discovery, and continuity across the series. Together, the multi-platform approach balanced depth and accessibility, establishing a scalable system for emotionally driven social storytelling.
Patricia Moreno with her wife and daughters
Libby Edelman with her son Jesse
Christie Brinkley with her daughter Sailor
Kristen Noel Crawley and her two sons
Gina Rodriguez with her mother Magali
