This ad for SMA Toddler Milk, created by Publicis, follows a series of parents battling through the terrible twos and aims to show that naughtiness is a sign of your toddler developing well.
Seamus O'Kane who graded the spot comments, "These effortlessly elegant scenes celebrating the way toddlers cofound their parents have a beauty and depth that is a hallmark of Joanna Baileys directorial style.
We used a pallet of cool tones whilst always being mindful of the need to keep the children central to the lighting and looking healthy and content regardless of the mischief they were making.
With a lighting structure that allowed for flared highlighst and deep shadows, the contrast could both define and complement the action."
Producer: Alex Cowley
Creative Director: Andy Bird
Creatives: Richard Baynham, Sue Higgs, Ian Gabaldoni