Director's Works
Tommy's, Projecting Life Jackie Bao
Jackie is an accomplished photographer and DP whose films are renowned for their richness, elegance, and emotional depth. Her work is defined by thoughtful composition, nuanced direction, and expert pacing, often highlighting connection and visualizing emotions to tell compelling stories. Jackie's creative journey began at Bard College, where she studied Photography and Human Rights, and was shaped by her early work with Susan Meiselas at Magnum Photos. These formative experiences refined her observational skills and visual storytelling approach. Jackie’s films have garnered acclaim, including her short film *The Myth*, created in response to rising anti-Asian hate crimes in post-Covid 2022., which won a Silver Film Lion at Cannes. Her recent commercial work for Tommy’s, a UK-based pregnancy and baby charity, sensitively addresses the emotional impact of baby loss. Jackie has also collaborated with brands such as Nike, Adidas, Ralph Lauren, and Gillette Venus. Her narrative films have premiered at festivals like Tribeca and HollyShorts, with her latest short, *Just Kids*, debuting at the Asian American International Film Festival.
Created with Special London, this is the first work from a new brand strategy and creative platform developed for Tommy's. The campaign poignantly uses the reflection of a child at play to raise awareness of the lasting emotional impact of losing a baby. Inspired by conversations with bereaved adults across the UK, the campaign is a stark reminder of the preciousness of life and the long-term effect of living with loss. The powerful visuals evoke the profound sense of absence and unrealised potential that people live with, how pregnancy and baby loss can cast a lifelong shadow. Half of all UK adults have experienced baby loss or know someone who has and this campaign reinforces how Tommy’s work is changing outcomes, so that many more families can bring their babies home. Through life-saving research and care, Tommy's is making pregnancy and birth safe and improving the journey for expecting parents. This new campaign follows the launch of the government’s ‘baby loss certificate’ scheme to recognise the loss of a baby before 24 weeks.
