Love Hurts

We were delighted when Park Pictures and BAFTA-winning director Savanah Leaf got in touch for help on their latest film for Vaseline. Love Hurts is a beautifully observed campaign built around a universally familiar childhood experience: a parent or grandparent applying Vaseline with all the love, care and determination that entails.

To bring that authenticity to life, we searched far and wide for user-generated footage of mothers and caregivers doing just that. We sourced moments that felt funny, tender and unmistakably real, which were woven into the film as bookends to the central narrative. The result adds a layer of warmth and familiarity that only genuine lived experiences can provide.

As with any UGC-led project, careful clearance was essential. Our team worked closely with contributors to identify, contact and license every selected clip, ensuring a smooth process from sourcing through to final delivery.

A lovely project to be part of, and a beautifully crafted piece of storytelling.