Pampers believes that all babies are equally special and they all deserve to be treated like royalty. So, on the same day Princess Charlotte was born, we went in to various hospitals around the UK to film the births of other babies. The film captures all the moments before and after the births: from the final stages of labour, to the intimate, joyous moments of childbirth right through to the happy families leaving hospital. All shot and on-air within 24 hours of the Princess being born.

How do you cast someone who hasn’t even been born yet? The idea for our film was to capture babies being born on the same day as the Duchess of Cambridge gave birth. But as her due date was a closely guarded secret, we had to plan an entire shoot around an unknown day. As soon as the news broke that the Duchess had gone into labour, Hospital maternity wards became our casting studios. We had just one very simple casting criteria: If you’re about to be born and your parents don’t mind sharing the single-most important moment in their lives with us… you’re in.

As we didn’t know Duchess of Cambridge’s due date, we had to plan an entire production around an unknown day. After weeks and weeks of waiting, the news of her labour broke on May 2nd. After being on standby for an entire month, our crew were in hospitals around the country within hours, filming births of babies born that same day. Editing, grading, re-composing music and presenting to client at 4am allowed us to have a final finished film on TV the very next day.