Fisher Price: Mums & Dads, 1

Fisher Price and Craft London put mums and dads in the director's chair, to capture genuine, emotive childhood moments connected with a range of Fisher-Price toys aimed at developing children’s motor skills. To capture the intimate moments, Craft worked in close partnership with the creative team at McCann London to develop the idea. Craft passed the camera to those who know the little actors best Mum and Dad. This paternal approach ensured that the children could interact with the toys whilst at complete ease. However, as the footage was being captured directly by the parents, some unique challenges did present themselves. To combat this, Craft designed a workflow with the creative team to address the variables in the situation. Parents were provided with specially crafted guidelines which would help maintain consistency in the visuals.