Hamilton has roped in some big agency names to feature in a series of compromising photographs with a transvestite bearing a certain resemblance to himself on Yourmumlovesyou.com.
Among those puckering up to Hamilton are Dare's creative partner Flo Heiss and M&C Saatchi's executive creative director Graham Fink.
Hamilton seems less keen on Lean Mean Fighting Machine's creative partners Sam Ball and Dave Bedwood, and totally unimpressed by ironing a shirt for Daniele Fiandaca, the co-founder of digital collective Creative Social.
Your Mum has already been appointed by agencies including LBi, M&C Saatchi and TwentySix.
Hamilton said: "The best agencies have always understood that a key part of their service offering is connecting their clients with best of breed specialists in all sorts of areas.
"The furious pace of technological change coupled with media fragmentation means that agencies that claim to be all things to all men have started to lack credibility. Your Mum is here to help the best agencies to execute their digital strategies and concepts to the highest standard."
Prior to Play, Hamilton held roles at Agency.com, Dare and LBi and has won awards for his interactive work including D&AD, Cannes Cyber Lions, One Show Interactive, Clio and Webbys.