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Hallmark 'Put Your Heart to Paper'

Hallmark embarked on a social experiment asking people to talk about their moms on camera and describe their feelings beyond the typical expressions of “I love you” and “thank you.” They found that by removing those go-to phrases, the emotion behind the love for their mothers was revealed and they were better prepared to put their heart to paper on Mother’s Day. What they didn’t know was that their moms were watching from another room. The videos capture the heartwarming reactions the moms had to their children’s words.

Client

Business Director: Anne Carbo

Creative Agency

Creative Director: Mark Wegwerth, Christopher Cole

Executive Creative Director: Charley Wickman

Chief Creative Officer: Susan Credle

Music Supervisor: Chris Clark

Executive Producer: Tom Keramidas

Executive Planning Director: AJ Livsey

Senior Copywriter: Adam Ferguson

Senior Art Director: Kate Sullivan

Senior Producer: Rena Dusenbury

Account Supervisor: Amy Wollach

Production Manager: Vincent Geraghty

Account Director: Karla Flannery

Production Company

Production Company: Chelsea

Director: Lauren Greenfield

Head of Production: Adam Guliner

Editorial & Online: White House Post

Line Producer: Julianne Maloney

Offline

Editor: David Cea

Edit Assistant: Travis Hockswender

Post Production / VFX

Post Production Company: The Mill

Colourist: Luke Morrison

Music

Sound Mix: Erik Widmark

Music Production: Massive