XL / Commercial / 2025
We Are Moms
A Ramadan love letter to the mother who is always there, the quiet source of warmth a family only fully feels once they stop to say thank you.
The Stills
The Film
Made for XL's WeAreMoms campaign, an emotional tribute built around the line Terima Kasih Ibu, untuk yang selalu ada. Its premise is simple and universal: the everyday, unnoticed devotion of a mother and the warmth she brings during Ramadan. Tender rather than product-first, it closes into the #WeAreMore platform.
The Craft
The craft is emotional storytelling in the classic Indonesian Ramadan register, leaning on relatable family moments and a sentimental build rather than hard-sell messaging. The structure moves from the small, taken-for-granted acts of care toward an explicit note of thanks, resolving on the Terima Kasih Ibu tribute and the #WeAreMore line.
The Cast
Casting and performance are pitched for warmth and authenticity so the mother-and-family dynamic reads as lived-in and recognizable. The everyday family ensemble lets gratitude, not star power, carry the story.
