We set out to challenge the ‘perfect’ but totally unrealistic images in the babycare category that were making parents feel like failures. We showed  imperfect baby skin in all its honest, squidgy, cellulite-y glory, making parents the world over feel better about their flaky little aliens and cementing WaterWipes as the best and purest wipe.

We cast real families and worked with acclaimed food director, Jason Lowe to create a visceral film that brings to life the everyday yumminess and obsession that all parents feel about their baby’s skin.