The spot opens on a mysterious room containing identically swaddled infants. As the camera moves forward, it’s clear that one in particular is different.

The Mill’s Nick Tayler and Ed Boldero were on hand from the beginning of the process, supervising on set and later creative directing the VFX teams in post. FX and the team at The Mill were committed to achieving the best possible photography, requiring creative shooting on set.

Ed explains, “The goal was to capture as much as possible in-camera so we could then build on the rich photography.” Nick adds, “Combine that with a motion control approach and a full roster of CG, matte painting and 2D abilities fused together, and you’ve got a challenging and unique shot.”

Even more unique are the stars of the piece themselves: 15 real babies, filmed simultaneously. One of them even helped determine what the ending looked like.

“While we were shooting, there was a moment where we had expected we would cut away – but then the baby saw the camera coming down on the motion control rig and turned his head at the perfect moment, making for a memorable ending,” Nick recalls. “That eye contact ended up dictating the look of the final product. It was a humbling experience to shoot in that environment.”