This was the UK’s first adoption service television commercial. Studio Breakfast of Champions asked me to devise the concept and lead the creative direction. It was a responsibility to ensure this brief was handled sensitively and hit the right note with audiences, especially as this was the first of its kind. We opted for a combination of 2D character animation and live action because we wanted to give a sense that they could be any child waiting within the system to find a loving home. It also maintained an authenticity that we felt would have been lost by using child actors.
The message is positive and playful whilst retaining an emotional appeal.
Production and Direction: Breakfast of Champions
Creative Direction, Storyboard and Character Design: Becks Boulter
Music and Sound Design: Echoic
Character Animation: Aaron Jonas
Live Action Producer: Victoria Cairns
D.O.P: John Gout
Camera Assistant: Jack Lee