"Mama’s Got Bump," the new #loveyourbodyday video from Moms You'd Like to Friend (MYLF), hit the ground running, amassing 3.9 million views on Facebook alone since its debut last week. Directed by Cat Deakins and Masha Sapron, written by Sapron, shot by Deakins, and cut by Daniel Luna of bicoastal Union Editorial, the video celebrates postpartum bodies as it parodies Sir Mix-A-Lot’s “Baby Got Back” (with vocal by Quin Walters).
“I wanted my wife to know what an inspiration she is to me having birthed our beautiful 3 children so, being the amazing dude I am, I agreed to cut it,” said Luna, whose wife Priscilla became friends with Sapron after discovering her MYLF mom blog. “Masha has done a few videos with Funny or die, on similar mom-related topics. When Priscilla mentioned she'd be dancing in the video, she also casually mentioned they needed an editor (wink) – if I was interested.”
Deakins, Sapron and their many collaborators wanted to “let other moms out there know that regardless of what shape they find themselves in postpartum, they are awesome, beautiful, strong women and don't need to ‘bounce back to conform to societal expectations of some ideal body,” Luna said. “I consider it a timely and hugely entertaining PSA.”
Luna’s description is apt: Wikipedia defines a public service announcement (PSA) as “a message in the public interest disseminated without charge, with the objective of raising awareness, changing public attitudes and behavior towards a social issue.”
Yahoo! Lifestyle and others were quick to pick up on the message and relevance of the video, which – with too many bold, clever and outright funny visuals to list here – must be seen to be fully appreciated. Luna concludes, “As you can imagine, it was a blast to cut together.”
About Union
Union Editorial has offices in Los Angeles, New York, Austin, and London, where it maintains an alliance with Marshall Street Editors. The company also develops and produces original content, in partnership with Killer Content companies through its Union Entertainment Group banner. Other Union companies include Platform, a creative and advertising solution for the gaming industry; and Resolution, a visual effects boutique specializing in commercials, features and gaming. Union is presided over by Partner/Managing Director Michael Raimondi in LA, Partner/Executive Producer Caryn Maclean in NY and Partner/Executive Producer Rob McCool in Austin. The Union roster is comprised of Partner/Editors Jim Haygood, Einar, Jay Friedkin, Sloane Klevin, Marco Perez, and editors Christopher Huth, Nicholas Wayman-Harris, Rachael Waxler, Daniel Luna, Jason Lucas, Kevin Ray, Laura Milstein, Eric Argiro, Karen Kourtessis, Zach Kashkett, Andrew Doga, Paul Plew, Jinx Godfrey, Ben Longland and Nico Alba as well as select projects with Tim Thornton-Allen, Matt Chesse, John Mayes and the Marshall street roster.
