A global campaign designed to give a contemporary refresh to the Ancestry brand.

Family is such a personal thing, and the questions the platform can help you answer range from the most straightforward to deeper, philosophical considerations around characteristics or life choices.

Created in collaboration with Waxxwork at Art Practice, we wanted to give a sense of intimacy and realness to discovering family history. To do this, we shifted away from stock imagery, instead using mostly real family photography for a more empathetic approach.