To launch the new Huggies global creative platform, “We got you, baby.” we created this global brand film. The film introduces the new brand voice to baby as an off camera sidekick who’s there to explain what to expect from life now that baby’s arrived, and - with a wink - how babies really kind of have it made. In the film, our brand voice welcomes baby being born and goes about trying to explain the ins and outs and weirdness of the world baby has just become part of. Cool things, like baby can eat and sleep and “go” whenever and wherever they want, or, that some things may not be that cool, like broccoli. No matter what, the film expresses, Huggies (and baby’s parents) are there to make sure baby has everything she needs to feel comfortable in this world.

We needed to come up with an idea that would pack a cultural punch, while being relevant and culturally appropriate around the world. To get there, we learned about the nuances of modern parenting across five vastly different markets. We saw, from China to Australia, a new conversation around parenthood has emerged in culture: displaying the reality of parenthood, championing imperfection and finding humor in it. We knew we could break out of the dated, picture-perfect category and become meaningful to our audiences with an authentic and judgement-free approach to our work.

Everything about this job had to appear effortless but in reality it had to be incredibly precise.

The challenge on this job was the amount of footage required to illicit the exact expression needed from the Baby. Each scene was shot with multiple babies and with camera running continuously. The Airplane scene alone had over 6 hours of footage.

Being very thorough and adaptable was vital and then really digging into the details once we got the music and voice, unlike normal jobs we were editing 3 hours before the spot was shipped.