The creative idea is an insight-driven rally cry and celebration of the not-always-perfect, but always real mommy moments from good days to ones that demand a glass of wine. For mom “sick” is more stressful than picky eaters and Mt. Everest-sized laundry piles. She continually has to balance her needs with her family’s needs—times this by 10 when one of her kids is sick. Mom’s needs come just before the hamster and after everyone else. This film gives mom permission to think about her inner desires as she constantly struggles with the pressure of being “Mom” vs being “me.” We never wanted to portray “fantasies” of island retreats or being fed grapes by the pool because real moms don’t dream about escaping their reality—they dream about owning it. What moms really want are a wine faucet and peace to pee without an audience. Who can blame them?

We were on a tight budget ($150 thousand) and a consolidated timeline. The success of this project depended on finding talent and crew who not only understood our idea, but connected to it. We found a female director who immediately related to our script and began the search for “our mom”—a mix of quirky sweetness. Finding the right perfectly imperfect mom was paramount. Once we had “the one,” everything else fell into place. Initial script development to film launch took 3 months. Final film placement came down to where our millennial moms are—social media. Facebook is the medium for moms to share their pride and joy, so it was perfect for our objective of getting moms to engage with fellow moms and discuss their own “mommy wants.” The film was additionally housed on YouTube to increase searchability and views, but ultimately moms were directed to Facebook to engage.

This film has solicited an overwhelming response, both in human impact and engagement, in the brief time since its launch. Facebook comments from moms have poured in stressing the complete relatability of the film including, “Yes!!,” “So true!,” “Story of my life!!!,” and “Omgsh…On point!!!” Moms continue to tag fellow moms and share this film, demonstrating that the insights have tapped in to some universal higher-level mommy truths. As for the numbers, in just 5 days, Facebook engagement rates were 7 times higher than average, 8 times higher than previous page content and 3.5 times higher than the best performing page post. Additionally, Facebook page followers increased by 89%.