First for Women, an insurance company that caters specifically to the unique needs of women in South Africa, has a Foundation that donates a portion of their customers' premiums to charities that support, aide and uplift women in need. 

We were asked to create a TV advert that not only carried a positive message about the strength of women but that also let people know what the Foundation stood for. 

To do this, we took inspiration from the thousands of female children who look after their siblings, run the household and act as sole provider to their families due to their parents having either passed away or been forced to work in other provinces in order to provide for their families. 

Instead of feeling sorry for our girl, we wanted to show the strength, determination and drive that she embodies as a female.

I conceptualised, wrote and produced this advert with a freelance art director, Jayson Dicks.

This advert won gold in the Truly South African category at the Pendoring Awards.