parents who want kids feel overwhelmed
by fertility clinics’ clichés and statistics.
to help rma stand out, we sidestepped
industry norms and embraced humanity

rather than focusing on fertility technology,
we created a campaign aimed at future parents
made by real kids conceived with rma.
providing unpolished voiceovers and the raw
and honest selfies only kids can take.

RMA - Reproductive Medicine Associates
From Dreams to Reality
Creative + Writer
Johan Leandersson

Director: Gerry Sievers
Jonathan Rothermel
Production: Big Head
Agency: Supernatural