Director Jimmy Kiddell comments, "This spot was great fun to make as we had an entirely new character, the genie, who is quite unlike any we've seen before in the Comfort world. He can fly, change shape and move super fast, which fed into his dynamic, high energy performance. We also looked to achieve a sense of fun and flirtation between the genie and mum.

Andrew Brooks produced some wonderful storyboards with such a strong sense of gesture and performance that they became a great blueprint for the key animation poses. For the look I wanted to achieve something real and tangible, closer to puppetry or stop motion. To reinforce this, we used  replacement animation to push the shapes, and in the render we turned off motion blur and used fairly shallow depth of field.

Colour was really important, as we really wanted to use it to reinforce the idea of freshness and create something bright and vibrant. We really wanted to push the colour palette and yet still maintain a strong harmony throughout the ad.