AGENCY
Razorfish
TAGLINE
Let’s make paternity leave a priority
CAMPAIGN
Digital / Film / OLV / Social
When Dove Men+Care partnered with Ron Howard and Bryce Dallas Howard to create DADS, the goal wasn’t just to make a film.
It was to hold up a mirror to modern fatherhood: the unfiltered, funny, chaotic, heartbreaking, and deeply human parts of being a dad.
As lead writer, I shaped everything from the questions asked on set to the buzz that built around the release. What started as branded entertainment became something bigger: a documentary that made paternity leave part of the cultural conversation.
Dadmojis
Emoji keyboards left dads out. So ahead of the DADS premiere, we set to change that, by creating a full range of “dadmojis” to reflect today’s families. Then came an eight-page petition to Unicode and a push on Twitter and Instagram. In January 2020, it worked: the world got its first emoji of a dad feeding his baby 👨🍼
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DADS Swag
As a way to say “thank you” to all those involved in the film, we created a range of DADS swag —complete with a custom Ronmoji and matching cap for Ron Howard.
