Challenge
Develop a Father’s Day social brief for Panasonic Personal Care showcasing the Palm Razor and MultiShape that would resonate emotionally with audiences while driving relevance on TikTok.
Approach
I explored how fatherhood shows up in everyday behaviors, uncovering subtle tensions in how dads express care and identity. This led to three insight-led creative territories: role reversals between fathers and sons, the quiet ways dads show love, and the classic “I know best” mindset. Each was framed with a guiding question and directional thought starters to support concept development.
Impact
Two of the concepts were selected, produced as TikTok videos, and published on Panasonic’s social channels.
Insight: Dads live vicariously through their kids because it’s like a lifeline to feeling young again.
Insight: Dads tend to stick to their guns. They’re proud, unapologetic, and stubborn.