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From Tears to Calm
This campaign for Hyland’s consisted of three broadcast spots: one focused on pain without fever, one on colds, and one on baby oral pain. Each spot opened with real, user-generated footage of kids in those exact momentstumbles, sniffles, tears. The clips were raw, funny, and instantly relatable, grounding the work in real life before we transitioned into a more stylized, storybook world.
From there, each film shifted to a child we cast and shot, using illustrated elements and gentle motion design to transform their environment from stressed and uncomfortable to calm, playful, and happy. Flowers bloomed, creatures appeared, and the world softened around them as the Hyland’s products entered the story. The result was a visual metaphor for relief that felt emotional and imaginative without being saccharine.
Creative agency Some Friends of Ours developed the creative concept and overall campaign idea. We handled casting, production, UGC sourcing, and all post, including the live-action shoot, animation, compositing, and finishing. It was a delicate balance of real life, whimsy, and restraint, and a great example of how we blend live action with illustration and motion design to create work that’s both human and magical.