This commercial shows three triplets inside a mother’s womb, expressing their irrepressible joy through song. We then reveal that the cause of this joy is from the Cadbury Dairy Milk chocolate that the mother is consuming. The commercial ends on the smiling mother and the tag line – Free the joy.

Good reference is key to a quality project. We researched hundreds of babies; how their skin, hair, amniotic fluid and movement reacted in utero.

High-resolution concept artwork was created to show how these babies could be artistically heightened and backlit without feeling too medical.

A catalogue of camera movements, lenses and baby positions were created in CGI wireframe, to assemble a rough edit. These were massaged and iterated through to the final shots in the film.

Substantial motion capture reference of adults was shot. The body and facial movements were translated to CGI baby form, with carefully considered biomechanical animation alterations ensuring authenticity. Many bespoke movements like the heart hand sign, foot curling and finger clicking added character to the individuals.

The CGI physics simulation team ensured every subtle ‘breath’, syllable and nuanced body movement affected the amniotic fluids, hair, and in turn, the silky embryonic content.

Macro details were sculpted into the babies. Fine facial and body hair, wrinkles and subtle skin colour variations all added to the realism.

The compositor had full flexibility within each shot and the film was romanticised with gentle lighting, flares and narrow focus, and a final colour grade.