Victoria Probert
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DADS

ClientDove Men+Care
AgencyRazorfish
TaglineLet's make paternity leave a priority.
ChannelsDocumentaryEntertainmentEarnedDigitalSocial

Dove Men+Care teamed up with Hollywood heavyweights Ron Howard, Bryce Dallas Howard, and Imagine Documentaries.

Together, they captured modern fatherhood in all its funny, chaotic, heartbreaking, and deeply human complexity.

What began as a branded entertainment campaign became a feature documentary streaming on Apple TV+, helping bring paternity leave into the cultural conversation.

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Poster for “Dads” on Apple TV+: Bryce Dallas Howard and Ron Howard in director’s chairs against an orange backdrop.

The launch

Dove Men+Care launched a $1 million paternity leave fund with Alexis Ohanian—taking the mission to national media.

On set

Bryce Dallas Howard and Ron Howard in director’s chairs on an orange set, a boom microphone overhead.
Conan O’Brien in a leather jacket, backstage among equipment cases.
Will Smith standing with his hands in his pockets against a red backdrop.
Jimmy Fallon standing with his arms open against an orange backdrop.
Jimmy Kimmel on a white set, reading from a page as a crew member looks on.
Behind the camera: crew at the monitors during Judd Apatow’s interview.
Interview question cards and notes spread across a desk.
Ron Howard and Bryce Dallas Howard pose for a selfie against an orange backdrop.
Conan O’Brien mid-interview against a red backdrop, seen past a silhouetted crew member.
A clapperboard marked “Fatherhood,” Jimmy Fallon, director Bryce Dallas Howard.
Jimmy Kimmel gesturing as he talks on a white set.
Will Smith on a red set, a cinema camera in the foreground.
Jimmy Fallon laughing and clapping against an orange backdrop.
Ron Howard laughing mid-story against an orange backdrop.
Patton Oswalt talking with the director on a red set.

Dadmojis

Emoji keyboards left dads out. Ahead of the premiere, we created “Dadmojis” to represent dads as caregivers, then petitioned Unicode to make it official.

They did.

In 2020, the dad feeding baby emoji became part of the Unicode standard keyboard.