Mother F******
Magnetic Charcoal
For the relaunch of Ultra Doux, we moved away from the category's usual clichés of care and perfection to celebrate something far more powerful: a mother's ability to get shit done.
Inspired by the spirit of "work like a motherfucker," the campaign shines a light on the everyday genius of modern mums—their shortcuts, instincts, quick fixes, and impossible efficiency. The women who can solve three problems before you've even noticed one.
TVC - Dir Cut
As they navigate the daily chaos, Ultra Doux takes care of their hair.
Directed by Nur Casadevall, the campaign repositions Ultra Doux as a brand that understands real motherhood—not the idealized version, but the messy, resourceful, unstoppable reality of it.
Work Like a Mother..
Behind the scenes
