Storms are an inevitable part of Motherhood. Adolescence is a turbulent time for mothers and children alike, which is why O Boticário's goal on this Mother's Day was to connect with mothers guiding their child through this phase, and spark conversations about a topic scarcely addressed by society: the challenges encountered by mothers navigating their child's teenage years.

It's about experiences and women who deserve recognition, conveyed through a powerful narrative sure to ignite empathy and reflection. The final message inspires hope and authenticity, revealing what remains once the storm is gone.

The casting process was intense. Many candidates were selected for personal interviews with the Directors. And, at the end, two alternatives were chosen for further work. Since the original script didn’t have dialogues, the Directors developed themselves tentative lines to test the two sets of mother and son. Acting was surely the main criteria but physical strength and availability for long hours on set was also something of relevance. Once the talent was approved, long preparation sessions begun to make sure the overall mis en scene would be 100% ready on set. With the camera rolling, only little (and crucial) subtleties were improvised.

In just 48 hours of campaigning, “Tormenta” went viral with more than:

+9.3MM Reach

+287k shares

+5.2K mentions

+8.26% Tx. engagement (+122% vs 2024 average)

With thousands of positive comments, mothers engaged and felt represented by the campaign, and society reflected on the message conveyed.