P&G: Tough Love
Brand
Date
Mar 2026
Description
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.
Style
Documentary, Horizontal, Cinematic, Desaturated
Techniques
Analogue / film, Natural light
Industries
Color
Jet Black
Medium Grey
Pure White
Background
Living Room
Context
Advertising Campaign, Brand Film / Corporate Video
Associated creatives
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