O Boticário's emotional journey to motherhood

This new campaign for Brazilian cosmetics company O Boticário covers the emotional journey taken by one woman as she attempts to fall pregnant. 

Created by AlmapBBDO Sao Paulo and co-directed by Kid Burro and Ana Valente through MyMama Entertainment, the near-four-minute film shines a light on the experiences of women trying to conceive; the toll it takes on their bodies, their minds and their relationships. 

Over the past three years the brand has portrayed powerful and authentic motherhood narratives — from the exhaustion of the postpartum period, social judgement during early childhood, and the emotional rollercoaster of parenting teenagers – and this year’s campaign addresses challenges that can arise even before conception begins.

Set to a reinterpretation of Dreams by The Cranberries, the short film follows a woman who imagines and plans every detail of her pregnancy, yet faces ongoing disappointment. Her routine is filled with quiet yet emotionally complex moments that reflect a very real journey taken by women across the world.