As an art director immersed in the 'New Normal' of remote work, I observed its challenges and opportunities firsthand. Inspired by the unique struggles of working moms in Advertising, I envisioned a platform to showcase their balancing act between demanding careers and children at home. This idea struck me during a poignant moment with my ex-boss, Tista Sen, after a grueling meeting at JWT, where she candidly mentioned her child’s upcoming history homework project was waiting for her at home. This sparked the vision of creating a sisterhood community where mothers in advertising and marketing could connect, sharing their challenges and coping mechanisms. Supported by Komal Bedi Sohal, CCO of Saatchi and a working mom herself, this initiative addressed the pressing need for support as professional and personal lives collided during remote work.