Created by UK-based advertising graduate Tom Watkins, the 'When I'm A Dad' campaign is an emotional and personal response to a New Blood 2015 brief for WeTransfer. The brief that inspired the project called for envisioning the person you will be a decade from now through illustration.
Watkins' project came in the form of a stunningly illustrated children's book that outlined the vows he holds himself to in regards to his fatherhood goals and seeks to inspire other future fathers. To go along with the project, Watkins also launched a 'When I'm A Dad' website in order to start a conversation.
A recent graduate of the University of Lincoln creative advertising program, Watkins is said to have moved a D&AD New Blood Awards judge to tears with the 'When I'm A Dad' piece.