Huggies Free to Be Commercial

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. 
Cirkus Huggies Mixed Media Animated Commercial Styleframe02
baby on stork mixed-media cut out 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 Team:
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

AgencyOgilvy & 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

AudioThe Gunnery Singapore
Audio Producer: Azmi Jaffar
Sound Engineer: Evan Roberts
Music Arranger: Ben Rosen

ClientKimberley Clarke
Marketing Director: Arthur Law
Marketing Manager: Jeanette Tan