The Huggies campaign was created to raise product brand awareness across the US market. Vita Pictura took over the post-production of the campaign materials. This was our team’s first commercial campaign for a US-based client in collaboration with our US partners. Meanwhile, our partners, the director Christina Richardson of the Bronx Film Initiative and producer Madia Hill Scott of Winnienoah Productions, worked with Group Black on both production and post-production. The final deliverables included the commercial, branded media package, adaptation for social media, and teasers.
The “It Takes a Village” campaign aimed to highlight the importance of community support for new and expecting parents while promoting Huggies’ Skin Essentials line of Diapers, Pull-Ups, and Wipes.
Social First Custom Videos
The goal was to produce engaging and authentic video content with a social-first feel. This was achieved through various marketing channels: producing a series of intimate video conversations between new parents and experienced ones, collaborating with influencers, inviting an expert opinion—a trusted dermatologist, Dr. Dina Strachan—and producing bite-sized video content featuring key messaging, moments, and insights from the talent.
Content Execution
Our creative approach centered on authenticity, warmth, and relatability, fostering intimate and meaningful conversations about baby skin health and parenting experiences. We wanted the viewers to feel like they were a fly on the wall, listening to the conversations of real parents sharing real experiences.
The task was to organically incorporate Huggies Skin Essentials Diapers, Pull-Ups, and Wipes into each scene to emphasize their role in baby skin care. Another task was to show parents how to interact with the products and position Huggies Skin Essentials Diapers as an important tool that helps protect against the top two causes of diaper rash, mess, and moisture.
Post-production
Our post-production team was based in Estonia, Europe, and the head of post-production was based in the USA. We used this fact as an advantage – when the workday ended in Europe, the team in the US could take over the post-production work right away, and the next day, the European team would continue, saving ample time for us and the client. Using this mobility as an advantage helps our team to deliver quality footage in a relatively quick turnaround time.
Our team has taken this approach, working globally over the two continents for other projects as well, allowing the teams on both continents to communicate daily and efficiently deliver projects on time.
The final deliverables included the social media content, including the 90, 30, and 15-second video cutdowns and 6-second clips with sound bites and quotes that resonated with the campaign’s key messages.
