WaterWipes "#ThisIsParenthood" by The Brooklyn Brothers

WaterWipes is pushing back against rosy and unrealistic images of parenthood often found in babycare marketing.

The baby wipes brand is behind a 16-minute documentary and 13 short films that follow 86 parents around the world during their first year of parenting. The stories cover themes such as bonding with the baby, early days and changing relationships, with the aim of breaking taboos and starting honest conversations about parenthood. The work was shot by Bafta-nominated director Lucy Cohen.