In its boldest campaign creative to date, Vodafone has launched the first in a series of TVCs that introduce the ‘Kidult’; a creative treatment that characterises adults who embrace their inner child.

The Kidult campaign marks a significant return to brave, fun and youthful positioning for Vodafone, and is part of a far-reaching refresh of its overall brand. The first of the TVCs went live Sunday, September 15, 2013.

It took six days to shoot on location, with babies filmed separately over a period of days in a studio on green screen. Their heads were then composited onto the adult bodies during a lengthy and involved post-production process.

The process posed a pretty big technical challenge, all sorts of scenes with actors, wearing caps with special tracking markers on their heads were shot, and then those shots were edited into a final 60 sec spot.

With the tagline “discover the new”, the team collaborated to bring a child’s perspective to an adults world - literally. After an extension shoot covering two continents, the team reassembled in studio to film over a hundred babies, painfully recreating the lighting to match the adult footage, finally combining in post to deliver a unique perspective for the brand.