Scott’s Emulsion is a Cod Liver Oil medicine brand that has been trusted by generations of mothers for over a century. In order to portray the passed down through generations, similar to a trusted tradition, two contrasting mothers were depicted on each side of the double page spread, holding an identical pose. These photographs are highly contrasting in order to explain how times have changed in terms of science and technology, since the development of the product in 1880. The transparent sheet with the Scott’s Emulsion product printed on it lays in between the two mothers, and as the viewer flips it from side to side, it becomes apparent that Scott’s Emulsion has not only been passed down through generations because of its phenomenal ability to show results, but this product also connects generations of mothers through trust.

In order to support the visual imagery and main message of the communication, after immense brainstorming and ideation, I developed the tagline: “mom’s, mom’s, mom’s mom said it works”. This tagline uses the word ‘mom’ in an informal, playful and humorous way because it intends to come from the perspective of a child and ultimately attempts to demonstrate the crucial relationship between mother and child.