In time for Mother’s Day this year, Similac put out an ask to the Tongal community: Create an emotionally resonant Video about the lives of new mothers that promotes their new breakthrough formula and features multiple very young babies. The brand had a script and a vision in mind, but they needed the right director to bring it all together. After the dust settled on the Pitches, Similac made the decision to go with long-time Tongaler and 2016 Tongal Hall of Famer Confetti Lab.
The final video, The Sisterhood of Motherhood™ - Strength you didn’t know you had. Immunity you never thought possible, debuted on YouTube in early May and has since garnered over 550,000 views. It’s also one of the most authentically moving pieces we’ve seen this year, which is why we had to get the scoop on how it all came together from the director himself, Don Broida.
Tongal: You’ve been part of the Tongal community since 2012. How have you evolved as a creator since that time and what keeps you coming back to us?
Don Broida: When I first joined Tongal in 2012 I was making a living as a feature film/TV editor. Through Tongal I was able to build my commercial reel and in 2013 I stopped editing to become a full time director. Since then, I have directed commercials all over the world and have loved every minute of it. I continually return to Tongal because of its dynamic and creative community (from bottom to top) and because the projects here offer me a chance to grow my voice and try new things.
T: What in particular drew you to this project and made you want to Pitch?
DB: Fellow Tongaler John-Michael Triana drew my attention to the project and we collaborated on it from beginning to end, with him working as a super efficient producer on the job. He knew that I would be interested in it though, because of it’s emotional message. In all my work I look for emotions and stories that I can attach to and this project offered just that. As a parent, it’s easy for me to recognize and identify with the effort mothers put into raising their newborn babies. I wanted to highlight this effort and thank all those mothers out there for having the strength to do a wonderful (and very demanding) job. It’s also my own subtle way of recognizing my wife’s work.
T: The project called for you to work with several very young children, but it’s not your first time working with kids. What special considerations do you have to make when there are such young actors on set?
DB: For me it can be difficult to watch kids/babies on set. These youngsters aren’t signing up for this and it’s truly a job. I always try to make it as fun and happy as possible, so they are left with good memories. At the end of the day, a commercial is only a commercial, and the innocence and well being of children is far more important.
T: What was the most fun/exciting thing about creating this video?
DB: The best part about creating this video was finding and capturing truly unscripted moments. When we found a connection, a touch, a look between the parents and babies - where the mothers forgot the camera was on and simply connected with their child. It’s a universal feeling that crosses all ethnicities, genders, and ages and when you find it, you realize that’s the point of why we are here. That is an amazing thing to be fortunate enough to capture.
T: Did you face any difficulties during production? How did you resolve them?
DB: Every shoot has it’s difficulties. Sometimes it’s in the boards, the logistics, the budget, the crew, the time restraints and so on. It’s what makes every project fun and exciting and keeps us on our toes. This project was fairly easy compared to other projects. The most difficult element was the logistics of having such a big cast (25-30 people total) and our minimal time given with the babies. Due to the time restraints we had to quickly make things work on screen, which can be stressful, but ultimately I step back and don’t over direct them. I try to let mom be mom and baby be baby and something authentic will happen.
T: How was your experience working with Tongal and Similac?
DB: Working with Tongal has always been fantastic, but this was my first opportunity to work with (Tongal Producer) Stephen Iwanyk. He’s the ultimate pro. He develops a level of trust and respect that is needed to allow us to do our jobs. He’s honest, straightforward, and fair and as a director that is very refreshing. Ralph and Misha at Similac were equally as great. They crafted an unbelievably emotional story and then trusted me and my team 100% to bring it to life. They were involved and supportive and, most importantly, had impeccable taste. They always pushed us to find the deeper meaning and the more emotional story, which is a challenge I welcome anytime!
T: Did the final video turn out as you expected?
DB: Originally the ask was for a 60 second cut with other cut-downs, but during production we felt that we had captured so many great moments that there was not going to be anyway we could do just a 60 second cut. This lead us on a journey to redefine and craft a longer cut and thanks to the Tongal and Similac teams we ultimately walked away with many great cuts that really captured the essence of the campaign. The final video didn’t turn out how I expected, it was much better.
T: What are you up to next and where can people find you online?
DB: I’ve been very fortunate over the past couple of years to consistently work as a commercial director, but it is always about moving forward and not standing still. I have a number of commercial projects (both bidding and awarded) that are on the horizon. Along with that I have a number of feature scripts at various stages of development and am simply waiting for the perfect one to hopefully launch my career as a narrative director. Beyond that I’ve got two strapping young boys to chase after every day that I’m not working, and they keep me busier than anything else!
You can find more work from Don, Tongal and otherwise, at his website here http://donaldbroida.com/
