Before a single idea was sketched or a slogan written, we hit the road to hear directly from dads. In focus groups across Florida cities, we listened as fathers shared their stories, frustrations, and hopes. What we heard was clear: they didn’t want to be shamed — they wanted support. They didn’t need criticism — they needed a coach. These honest conversations shaped everything, from campaign strategy to tone of voice, and inspired relatable personas like “Absent Adam,” a dad who wants to do better but doesn’t know where to start. The insights grounded the campaign in empathy and gave it heart.

After testing more than 50 name options, we created Father First — a name that did more than identify a campaign. It honored the essential role dads play and put them right where they belong: first. It was a strong, straightforward identity that the State of Florida could stand behind — one that resonated with Florida fathers as a sign of respect, not rhetoric. A name that invited fathers in and gave them something to believe in.

We produce two powerful, emotionally resonant video campaigns:

"HEY DAD" CAMPAIGN

When Kids Speak, Dads Listen

This high-energy spot grabs attention by reminding dads who benefits most when they show up: their kids. With joy, excitement, and the unfiltered voice of a child, this piece was designed to stir hearts and drive action.

"HOW I DAD" CAMPAIGN

Big Change Begins with Small Moments

A seven-part series featuring real dads sharing practical “Dad Hacks” — simple, relatable ways they make fatherhood work. The goal? To show that being a great dad doesn’t take perfection — just intention. These stories helped fathers realize, “Oh… that’s easier than I thought.”

From Storyboard to Screen, Seamlessly

We championed the full production process — from scripting and storyboarding to casting, scouting, and on-location shoots — ensuring every piece felt authentic, emotionally resonant, and aligned with the strategy. To extend the campaign across every channel, our team also produced complementary assets, including radio spots, digital banners, and social content — creating a cohesive, high-quality experience at every touchpoint.