The maternal milk category had been on a steady decline for the past few years. Mums have turned to supplements and a healthy diet to get their nutritional needs.

Anmum needed relevance. They wanted mums to add milk to their diets to give both mum and baby complete nutrition.

The idea: Extraordinary feats need extraordinary nutrition.

We dug up the little known feats of a pregnant body and brought them to life, beginning with film. 

Big thanks to my partner Zi Wei Tan, Elysia Alim and Elmy Thong on this one.