The Teens Are Alright in Family First 'All Pro Dad' Campaign

Full-service, Emmy Award-winning creative video agency Diamond View and non-profit organisation Family First support fathers in nurturing and guiding their families in the heartfelt video series that brings to life the content provided every day through its signature program All Pro Dad.

Directed by Jason Blanc, four ads share stories ranging from one father motivating and aiding his daughter in building a computer, to another navigating the complexities of connecting with his teenage son who struggles to explain his emotions, which heart warming films accurately capture the challenging yet beautiful reality of fatherhood. 

Notes Jason, “As the concept centred around everyday family interactions, it was important that the audience connected with our characters, and so a lot of thought went into the art direction and design of each location. I focused on natural performances and relatable settings to authentically convey the emotional messages of each script. In the creative development phase, we decided to follow a similar structure with each script, this informed our approach to get the most out of each day.”

Adds producer Victoria Pezzella, “Since there were four concepts to film, we had four consecutive days of shooting, which required four times the logistics to be sorted out during pre-production. What we had on our side was that our director’s vision was embraced by Family First, so we were more easily able to work with our location manager, talent agent, and production designer to help put the puzzle pieces together. These details being worked out in pre-production made for a smooth shoot over the four days with happy clients and four impactful videos as the result.”

Jason specialises in telling profound brand stories that forge audience connections. His passion for the process and collaborative attitude has led to successful advertising campaigns with some of the world’s biggest brands, including Apple, Duke University Basketball, Orlando Health, Tampa Bay Buccaneers, and USF.