The key objective of this TVC is to promote the joy which babies bring about not only to their families, but also the wider community. To bring across the authenticity of the TVC, only actual SG50 babies and their families were featured as the main talents. In addition to the need to feature families of different races to reflect Singapore’s multi-racial society, the production schedule had to be planned in accordance to the availability of each of the 25 families we worked with.
“…the production taking place over 3 consecutive days at 12 different locations”
From the perspective of directing, this was no mean feat given the unpredictability of babies’ mood and behavior. Moreover, it was most parents’ first encounter with acting. Besides, with the production taking place over 3 consecutive days at 12 different locations, strict adherence to the production schedule was crucial as any delay may result in the loss of opportunity to capture the particular daylight for some scenes, as well as infringement on the clearance obtained for certain locations. All was made possible with the strong collaboration with the client from the onset.
Overall, the ability to deliver this TVC on-time is attributed primarily to the detailed planning during the pre-production phase and the SG50 babies, allowing us to capture the natural and desired moments.