Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Great Guns' Devon Dickson Captures Touching First Moments for Pampers

Great Guns UK, 2 years, 9 months ago

Saatchi Singapore takes a different approach to nappy commercials

Great Guns' Devon Dickson Captures Touching First Moments for Pampers

Award-winning beauty and babes director Devon Dickson directs this new heart-warming film for Pampers.

Shot in Cape Town and Bangkok over 3 days, the essence of this beautiful film is it’s authenticity; real mums, real dads & real babies.  No actors, no performance, just real genuine emotion - all captured in locations ranging from hospitals, homes or wherever the true story of the peoples lives were being told. A standout feature is the film’s amazing attention to detail from what was a huge volume of casting.  Casting this many babies and pregnant mums from all different ethnicity's proved a massive feat.

However, Devon’s revolutionary and distinct approach to working with babies to capture unique, touching and convincing performances and their unique personality, is what sets him apart and has raised the standard of this specialist and often-perceived, difficult genre.

“I think the most interesting thing on the shoot was the actual 3D scan of pregnant Mum’s who for the first time were seeing their babies in 3D, they were pretty mesmerized when they saw their babies” says Great Guns Executive Producer Lucien Tyssiender.

Devon comments, “From the outset, we knew the remarkable strengths of the script. Paul Copeland, Creative Director at Saatchi’s Singapore has a great talent for writing concise lines that strike a rare emotional balance; charming yet evocative. Lines that powerfully connect with parents.”

“One of my favourite moments was capturing the story of a young Chinese couple with one week-old twins. When I first met them, they looked like bunnies in the head-lights, only a few days from giving birth, starting an amazing (terrifying!) journey with two beautiful boys. Without the couple knowing (or anyone else for that matter) we secretly brought their much beloved 87 year-old grandmother from the other side of the country.  She hadn't yet met the twins. When she walked into the room, capturing the remarkable expression on their faces was exhilarating. The couples stress melted away and it turned into a powerful, joyous celebration of family”.


Advertiser: Procter & Gamble Singapore

Creative Agency

Creative Agency: Saatchi & Saatchi – Singapore

Creative Director: Paul Copeland

Executive Producer: Lucien Tyssendier

Producer: Audrey Yap, Mathew Alden

Music and Sound

Composer: Lester Barnes


Editor: Andy Phillips @ The Chop House

Production Company

Director: Devon Dickson

DOP: Trevor Forrest

Production Company: Great Guns

Category: Nappies , Pharmacy

Genre: People , Storytelling