david jones - mother’s day campaign 2018

Mother’s day is all about spoiling Mum and showing her how much you care. And the best moment of the day is getting a genuine moment from Mum when she opens your gift.

Whether that’s a smile of pure joy, a gasp of uncontrolled surprise and elation, or being moved to tears by the thoughtfulness of your gift, this is the moment that really matters.

the idea

We captured the looks of genuine emotion (happiness, joy, surprise) that a gift can bring your mum on Mother’s Day. 

Gift edits were curated based on the various emotions we wanted our mums to feel and these were showcased instore, in edm’s, social and in catalogue.

Creative team Sam Curcio + Nicole Liedberg
Photography Stephen Ward
Stylist Sara Smith
Hair Darren Borthwick
Make Up Sarah Tammer
Creative Agencies Maud + TBWA