One small step for baby, one giant leap for parenthood: Directors Think Tank shoots new Drypers campaign for Merdeka LHS Malaysia
Merdeka LHS Malaysia has teamed up with Directors Think Tank to create a new Drypers Drypantz campaign for the local market. The campaign was directed by Think Tank’s Naoto Mitake and shows a baby’s first steps.
Merdeka LHS Founder and Chief Creative Officer, Huang Ean Hwa said it’s never easy shooting babies, let alone for for a diaper brand.
“The category has always featured smiling toddlers, loving moms, maybe an animated icon or two, and music sweet enough to give one diabetes,” said Huang.
“But thankfully, we have a brave client in Drypers. Couple that with a simple but surprising story, a super-efficient production team, some Thai talents and a Japanese director. What could possibly go wrong? Well, very little actually. Naoto made this spot effortless, charming with a touch of cool”.
Mitake said: “It was a pleasure to work with this sweet and adventuous story. We wanted the baby’s first step to be very much meaningful in adventuous way as if the baby’s in climax scene of the cinema. Very grateful for the warm supports from client and Merdeka LHS, to give freedom for us to explore the story.
Pete Singh, Directors Think Tank Executive Producer said: “We had a good experience on this project especially with the talents. Flying them from Bangkok and we had a few workshops before the shoot was all worth the effort”.