Yes, I’m a dad. But dads, well they’re pretty much on the sidelines here.

The true insight of this work came from working with my incredible copywriter, Jessica Lee, a great writer and a mother of 3 young boys.

She graciously shared her personal experiences, which led to the inspiration for this campaign.

In her own words, “Breastfeeding comes with moments of discovery. You find out things you never even knew are things. Your breasts get lopsided. Your let-downs feel tickly and warm. Your nipples double in size. Your own milk soothes cracked nipples. These are the eureka moments.”

The “Is that for real” moments.

The breakthrough moments that make breastfeeding sometimes surprisingly, as Jess says, wonderful.