I worked with The Working Assembly on the script development for a Hello Bello commercial that leaned into the brand’s playful, irreverent take on modern parenting. The goal was to create something that felt relatable, a little unexpected, and genuinely entertaining, while still clearly landing the product benefits.

The concept played in that sweet spot Hello Bello owns so well. Honest, slightly chaotic, and very real moments of parenthood, but told with humor and charm. It wasn’t about perfection. It was about embracing the mess, the magic, and everything in between.