Directed by William McVay, the P&G campaign Tough Love highlights the realities of family caregiving through a series of observational vignettes. The work documents mothers and caregivers assisting family members with physical disabilities, covering daily routines ranging from travel and physical therapy to personal home support.
The film utilizes a grounded, documentary-style approach. By employing natural light and a desaturated cinematic aesthetic, the project focuses on the resilience present in everyday caregiving narratives.
