In Proctor & Gamble’s ongoing effort to support the moms of the world, we created a spot for the Rio 2016 Olympic Games based on the human truth that the daily strength a mom shows is instilled in her child. The film follows four moms and their children on their journey to the Olympics. Along the way, they face physical and emotional challenges—large and small—yet Mom always remains unflappable. Ultimately, Mom’s courage is echoed in each child as the children summon strength of their own and succeed on the world’s biggest stage.

In the past, P&G’s “Thank you, Mom” campaign has focused on the everyday efforts mothers put in, specifically in regards to their children training for sport. At the time, this was a fresh point of view, but it has since been copied by many brands around the world. For the Rio 2016 Olympic Games, we set out to evolve the campaign by focusing on something larger. Something that transcends sport and paints the modern mom not only as a caretaker but also as a confident, fearless woman who does whatever necessary for the good of her child. It’s a different point of view than often portrayed when showing moms—and one that is very well deserved.

In the past P&G's campaigns have been observational, almost like a documentary. With this campaign, point of view is everything. "Strong" is clearly about a child's idea of fear, and a Mother's ability to guide them through it. This direction technique is simple, yet applied with purpose and kept constant to add up to a powerful experience. Using this POV technique, we tell a story that maximizes moments of suspense, emotion and experience, grasping hold of what it feels like to live and breathe in these different environments and thought these varies moments.