The ad gives a brief but emotional glimpse into the live’s and families of those babies who come into the world a little earlier than planned.
 
In addition to the support received form hardworking nurses, doctors, family, and friends, Pampers have also proudly created a pre-mature range of nappies to help parents have one less thing to think about in these challenging situations.
 
Mill Colourist Jim Bracher helped communicate the hopeful and emotional feel through a complimentary grade. He comments; 'This type of material is documentary in nature and, as such, results in a 'fly-on-the-wall' visual aesthetic that feels less controlled than a studio shoot.

As a deliberate creative choice, it encouraged me to glean the imagery, to encourage a perfected visual but without over doing it and obscuring the intimacy of the subject matter.'