SINGAPORE — Award-winning director Kathi Prosser has teamed up with Grey Singapore and Scott’s to take viewers on a heartwarming journey that celebrates the victories, both large and small, which come with being a mother.
Stunning in emotions and execution, Prosser’s latest piece brings the viewer into the homes of three different families and offers an intimate glimpse of mother and child as they set out upon their everyday routines. With a nimble eye and warm style, Prosser illuminates the quick, almost imperceptible interactions that build to those rewarding moments of progress and growth that can only be described as ‘Momazing’.
A mother herself, Prosser’s sincere and honest pitch was so inspiring that it won over the creative team and helped form the emotional backbone of the final piece. Much of her heartfelt treatment was even used to create the voice over that drives the narrative forward.
“I know this feeling. I know what it feels like to be Momazing,” says Prosser of her connection to the material. “Even now when my son brings home a high score on an exam, I feel Momazing because in some small way I know I played a part in his accomplishments.”
Renowned for delivering tender, heart-warming campaigns, Prosser designed this production to ensure honest, accurate moments, even going so far as to set up a single, non-invasive camera in each home in order to capture the mother and child’s first waking moments. Though ultimately scripted, the piece holds the kind of undeniable sincerity and integrity that could only come from first-hand experience.
“Whether it’s the first step, the first painting, or the first time they write their name, those moments of monumental pride and joy we feel are universal and timeless,” says Prosser. “In essence that’s what I love about this story for Scott’s: we’re highlighting the feelings we all share.”
Claire Davidson, Managing Director + Executive Producer of The Sweet Shop Asia + MENA adds, “As always, Kathi really set the tone on this piece. She wears her heart on her sleeve when directing this type of content and the result is a highly captivating spot that holds significant weight with the viewer.”
