Kids see the world differently. Kids are naturally optimistic.
Right now, adults could use some child-like enthusiasm, and KiwiCo’s new commercial delivers it.
When a child actor is asked to speak to adult themes, the outcomes are typically terrible. Not this time. The young girl at the center of this spot makes the spot work. She’s also a rocket launcher.
Expand Horizons via Art & Science
KiwiCo is a subscription business in the childhood education space. The company delivers science and art projects that provide serious fun and hands-on learning for kids of all ages.
With this new campaign, created by LA-based branding studio Third Date, KiwiCo handed over the mic to the little ones. Third Date Co-founder Brittany Grinham says, “The truth is, that kids understand the world needs fixing. But with this film, we wanted to show the power in their optimism.”
The spot is directed by Sage Bennett of Namesake. By using sweeping cinematic vistas set alongside everyday views of a child’s world, the spot has drama and perspective that drives home the idea of a kid’s potential in the greater world. Bennett’s visual narrative is also underpinned by a rousing score courtesy of SOUTH Music & Sound.
Working with Kids Is Playing with Kids
Bennett says, “With shoots like this, working with kids, and with nature, there needs to be some space to play, and adjust as necessary.”
There was plenty of room for play at the equestrian rehab ranch where the shoot took place. The ranch provided the interiors, backyard, climbable trees, and a beautiful lookout all in one location, allowing Bennett and the crew to capture an ambitious number of shots within their limited timeframe working with the child actors.
The spot features a real-life family composed of children Juelle and Bryson, and parents Bryan and Marcilyn Jones.
Bennett says, “Kids are less self-aware than adults, which can work to your advantage. I find you can pull genuine performances when you give them the space to be themselves within the controlled environment you need for the shot.”
