Always in Awe is something of a rallying cry for women at any stage of the reproductive journey. While our desire was to make this campaign feel as impactful as possible, we knew we wouldn’t be able to recreate the emotion of a baby being born in a delivery room or a couple taking the first steps of the IVF process. So, we tapped director and photographer Brianna Roye to help create a mixed-media approach that blended user-generated content with traditional photography. To capture the brand voice in this anthemic spot, we spent a week writing and re-writing a two-page spoken word poem that acts as a love letter to the marvels and wonders of the female reproductive system. After reading it in the first internal presentation, it was one of those collective moments where everyone got goosebumps and said, “Yeah, this is it.”