Ogilvy Singapore commissioned Cirkus to produce this epic spot for American internationally-known baby diaper brand, Huggies. This “Free to Be” commercial adopts a tactile and naive cut-out world, visually adopting a scrap-book, mixed media sort of feel.
These were the style frames submitted at pitch stage; the mood of which carries through all the way to the final commercial.
This team really got stuck into this project and we ended up using every animation technique under the sun which gives it the lovely hand-made feel.
The spot won 1 gold for Best Direction and 1 gold for Best Animation at the Singapore Creative Circle Awards. It also won a Bronze at the Axis Awards 2009 for Visual Craft.
Cirkus Huggies Mix Media Animation Commercial
Animation Director: Christian Greet, Phil James, Timo Lenton 3D Animation: Micheal Blythe, Chris Lyne, Jared Toth, Layne Howe, Chris Maguren, Dale Hobson 2D Animation: Dylan Coburn, Rodney Selby, Chris Carew Illustrator: Simon Spilsbury Producer: Viktoria Fortune
Agency: Ogilvy & Mather Singapore Creative Directors: Eugene Cheong, Stuart Mills Copywriter: Eugene Cheong Art Director: Stuart Mills Account Service: Yanti Sujatna, Sariyanti Sannie, Liang Shumin Agency Producer: Wan Shafie, Scott McBurnie
Audio: The Gunnery Singapore Audio Producer: Azmi Jaffar Sound Engineer: Evan Roberts Music Arranger: Ben Rosen
Client: Kimberley Clarke Marketing Director: Arthur Law Marketing Manager: Jeanette Tan