Zoe Stigliano-Waite

“What if normal is just what you know?”

Brian Grazer and Ron Howard’s New Form Digital and Interpublic Group’s J3 reached out to Lonelyleap to produce a series of films about the modern American family.

Their client Tylenol wanted to profile alternative ways of being family – tight-knit, loving people of diverse backgrounds – that challenge the traditional definition of the word. Under the unifying banner of #HowWeFamily, we were tasked with the challenge of telling ten unique stories.

Roger Stigliano-Waite

“I just hope they find a place in the world where they can be themselves.”

The Stigliano-Waite Family
Lizzie Vincent

“That was the moment I went from feeling like I did some Mom things, to being a Mom.”

The Vincent Family
Paul Ekeh

“People are not recognised by what they have, people are recognised by what they give.”

The Ekeh Family

With a combination of real homes and studio sets across the country, and using guest directors (including the Sundance and Academy Award nominated Liz Garbus of 'What Happened, Miss Simone?' and Benjamin Cotner of 'The Case Against 8') – Lonelyleap was the creative thread that carried the films through from pre-production to post, keeping stylistic unity and theme across the series. From celebrities to ordinary people, we captured all different shades of family - showing the modern diversity of the word.

The #HowWeFamily campaign was launched to great success, with over 3.2 million views across the 10 films and positive media attention.


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