What are universal truths when you think about dads?

I asked myself that while building a Father’s Day brief for the Panasonic Palm Razor. As a Freelance Strategist at Superdigital, I developed three distinct ways in, each rooted in a real audience insight, paired with a creative challenge and thought starters to guide the work.

From sons becoming the teachers, to the quiet ways dads show love, to the classic “I know best” routine, each idea was grounded in everyday fatherhood moments.

I presented the brief to the creative team, resulting in two TikTok concepts that were ultimately produced.