My First Father's Day

as a junior copywriter fresh out of school.

“How do I create (and write copy for) a Father’s Day post for a cement brand that’s not just a generic “Happy Father’s Day” post?” - was what I asked myself when I was tasked with what seemed daunting. The challenge felt even greater because, in my young mind, there wasn’t anything particularly fun or interesting about cement.

But I did it.

A simple 42-second video was born from the insight that fathers contribute to our homes in countless remarkable ways. I humourously highlighted the many roles fathers take on simply by being dads with straightforward language - without veering far off from what the brand stands for.

The art direction played an important role in bringing the copy to life. The quirky illustrations and playful music added a whimsy touch, making the message both heartwarming and memorable. Shoutouts to the visual designer!

To all the fathers who are always there for us in unique and often overlooked ways, Happy Father’s Day!