TFP Fertility's first steps to TV advertising

For TFP fertility clinic, this was the first time that they’d tried a TV ad to spread awareness of their clinics which are spread across the UK. They were keen for us to create a film that emotionally resonated with their target audience, so we developed the concept of first steps. It's such a significant event in the lives of most parents to watch their little ones walk for the first time that we wanted to capture that magical moment as a metaphor for TFP accompanying parents on every step of their fertility journey.

Casting a child of the perfect age who was about to walk and conveniently located was going to be a big challenge even with our extensive experience of child licensing and working with kids.. So we asked around and found the perfect solution courtesy of a colleague with a daughter of exactly the right age, stepped in to help.

Of course when it came to capturing the right moments we had to be very patient. If there’s one thing anyone who has worked with kids will testify - they rarely do what you want them to do on cue! But we created a brilliant atmosphere on set and the natural chemistry between child and parents ensured we captured the magic moments we were looking for.

We’re thrilled with the results of this collaboration filmed and produced by our in-house team in tandem with key Prod Squad collaborators including director Danny Baker and Dave Morgan as Gaffer.