Diana Ellis-Hill Company Director


To support the launch of Huggies Pull-Ups Explorers - the brand's new product that allows kids to explore and move more whilst not fully potty trained - we shot the TVC and all social content for the Big Kid Game campaign developed by strategic and creative agency Rocketmill. The campaign celebrated the key milestones that young children reach on their journey to becoming a big kid - from first steps to potty training.

When Covid-19 and Lockdown 1.0 made the original studio-based shoot with young kids impossible, Be The Fox offered a completely different production approach that overcame the unprecedented filming and social distancing restrictions. We leveraged our extensive network of commercial filmmakers and worked with 13 different DOPs all over the UK and Ireland, each using their own children with ages ranging from 6 months to 4 years, to shoot the ad in their own homes.

At-home shooting gave our team of filmmakers the flexibility to film based around their child's naps and moods. And with the children's parents behind the camera and filming happening in their own home environments, we were able to capture really authentic, natural and personal performances from the children 'on set'.

All communication, decision-making and directing of the DOPs from our director was undertaken remotely. We also had to carefully schedule shoot days to stagger filming across each of the 13 sets of DOPs and children.

In addition to the TVC, we remotely directed a large bank of film and stills content shot by the DOPs to launch the campaign online and through in-store activations. The assets were used to invite families to mark each milestone of their child’s development, allowing them to share and celebrate their achievements on social by using hashtags and special ‘Big Kid Game’ digital stickers.


Project featured: on 23rd July 2021 Contributor:

Diana Ellis-Hill has been a Contributor since 4th July 2022.

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Big Kid Game