For their first TV campaign WaterWipes wanted to change the narrative of the standard, airbrushed baby wipe commercial, to show the beautiful realities of parenthood – the rashes, bumps and lumps, the glorious imperfections and challenges, not the pampered, filtered unrealities of perfect skin and model babies.

Together with The Brooklyn Brothers, WaterWipes called upon Director Jason Lowe and 2AM to show babies’ skin in ways we haven’t seen before in national TV advertising, to present an intimate and truthful documentation of delicate, sensitive skin and real, everyday parenthood. Enlisting the phenomenal street casting of Anna McAuley and the breathtaking natural camera work of DOP Suzie Lavelle (Normal People), the team travelled across the country to visit ‘authentic’ families and babies of all backgrounds, ages and circumstances.  Jason and Susie caught the action of the babies beautifully and approached Dave Ludlam here at JAMVFX to delicately added a soft smooth look to the final piece working with the natural aesthetic.

Positive and inspiring, the film tackles taboos, explores the honest reality of parenthood and captures love to create a joyful celebration of imperfection and parental obsession.


Creative Agency: The Brooklyn Brothers
Creatives: Cali Oliver & Hannah Drury
Senior Account Director: Georgia Dixon
TV Producer: Sasha Mantel

Production Company: 2AM
Director: Jason Lowe
Executive Producer / MD: Nick Crabb
Executive Producer: Aly Moffat
Producer: Chris Cable
Production Manager: Gareth Crothers

DOP: Suzie Lavelle
Casting Director: Anna McAuley
Editor: Matt Chodan @ Gorilla
Grade: Dave Ludlam @ JAM VFX
Lead Flame Artist: Matt Clarke @ JAM VFX