All Good

Parenting doesn’t look like it used to—and that’s a good thing. Gen Z is raising kids on their own terms, without the rulebooks, guilt trips, or pressure to do it like the generations before them.

So when P&G introduced All Good, a new diaper brand made with them in mind, we knew the campaign had to feel just as real. “It’s All Good” was created entirely by Gen Z—from the director to the photographer to the cast—marking the first time P&G had ever handed over the reins to a new generation.

The result? A campaign that speaks their language. Honest. Judgment-free. And a reminder that if your little one is happy and loved, you’re doing great. No second-guessing. No outdated opinions. Just parenting, your way.