Procter & Gamble were looking for an episodic series to promote Charmin, Bounty, and Puffs. Making things more challenging, Charmin, Bounty, and Puffs each had discreet briefs with unique communications objectives.

So Johanna got busy writing, David got busy designing, and Suzanne got busy shooting, and Danny Weinkauf from They Might Be Giants got busy composing music.

The result is “Life of Mom”, a series of twenty-four short films about parenthood, told from the perspective of Johanna, an average (though occasionally neurotic, immature and waaaay too candid) mom. The 3 to 4 minute episodes featured Johanna’s stories and musings about parenthood that are funny, wry, relatable and (sometimes horrifyingly) true.  Every episode ends with a brief and strangely meaningful lesson — though not always one you’d expect.

The result was a hit web series that received millions of views, and gained national media attention.