Work like a Mother F****
Ultra Doux had become a brand associated with softness, tradition, and childhood memories. For its relaunch, we wanted to shift the focus from the kids to the person holding everything together: Mum.
The insight came from a simple truth: nobody gets more done than a mother.
TVC - Dir cut
Mothers are the original life hackers. They can diffuse a tantrum, find a missing shoe, answer a work call, prepare dinner, and get everyone out the door—often simultaneously. Not because they're perfect, but because they've mastered the art of making things work.
Inspired by the energy behind "work like a motherfucker," the campaign celebrates the relentless efficiency, ingenuity, and resilience of modern mums. The ones who always seem to have a solution, a shortcut, a backup plan—or an improvised fix when all else fails.
While they're busy handling life, Ultra Doux handles their hair.
Directed by Nur Casadevall, the campaign captures the chaotic reality of modern motherhood with warmth, humour, and attitude, transforming Ultra Doux from a brand for families into a brand that champions the person doing the heavy lifting.
Behind the scenes
Big setup - tiny grain