For Mother’s Day, MoneyGram didn’t want to say it with flowers. We wanted to say it with funds. The brief: remind people around the world that no matter how far you are from Mom, you can still show up for her.

​

My take was to tap into that golden-hour nostalgia—sun setting, streetlights flickering on, Mom’s voice calling you home. Then give it a global twist: what if that call came from across an ocean?

​

This campaign used universal emotion to cut through the noise: not just love, but longing, homesickness, and maybe a little guilt. Because you might not make it home for dinner, but you can send a little something her way.