13.6 / "Breast feeding,it's only natural"
In China,given the fast speed of urban life and pressure from heavy workloads, many career women have to return to work (or due to the love of beauty), they choose not to breastfeed their infants or stop feed them after only two or three months, and switch to infant formula. This has become even more critical due to the food crisis in China, every moms concerned about variety of food additives, their demand for imported formula has surged (which imported prices are much higher than the local’s) and tried every efforts to compare all the formula’s cons and pros. However, most of them neglected the fact that breast milk is nature’s perfect food for the baby and there are only one option for the best of the baby, which is breast milk.
 
Thus, we did this 90 seconds TVC for UNICEF, we tried to maximize the subject and raise people’s attention, we define this as the praise for the life and the strength of love by using the vigorous vitality of all living things on earth. It all starts from the birth of the little life, the very first thing of mammal is to crawl to mom’s breast and breastfeed by their moms. It is all panning from the tropical rain forest to the Arctic ice, and even the deepest sea, all the mammal babies sucks the breast of their moms and grows up happily, this is their first step to feel the love of their mother. By contrast, should our human’s baby sucks from the iron tin of a formula? we want everyone to re-think this question by watching this last scene.
 
This film is also directed by me and produced together with Toyoya, we looked over thousands of children’s picture books and try to find a nature art language, instead of some particular or stylized art style, I want this cartoon to be recognized and understood by people from all the age groups, not specifically designed for young people like my last works.
story board
background image
character design
As to the music part, I firmly believe it must be a“Life Hymn” that accepted and welcomed worldwide which should be majestic. Zhang Heng is still responsible for this big music. With hard and deep thinking, this music eventually came out as magnificent but also delicate. The charming melody can easily involve and lead audiences’ thoughts and feelings fly emotionally with its progressive music structure. Anything familiar from the voice of our lead singer? Yes, this time, I decided to co-operate with Surya, the 10-year-old Italian girl, once more in no doubt, because of her clean but penetrative, lovely but impressive voice.
And about music composition, the suitable combination of whistle and African percussion make the song fill with a pristine natural feelings and children's chorus in the latter part, amazingly boost the inner power of this film, especially the visual effect.

Thanks again to our music partner Zhang Heng. I truly believe our music this time can really reach the bottom of your heart, very touching and beautiful. Another must-to-mention is the lyric I write, ^^. As an art director, I absolutely did a big try in such a crossover field- lyrics writing.

I desire to develop pun-style writing, on one hand, it is apparently describing the greatness of Mother, on the other hand, it is praising the breast feeding, in an another word, the mighty love of mother.

Above all, no matter how many difficulties we countered, I love my work. And this is such a wonderful, fresh, interesting experience.
key frame
client :Unicef
agency : Y&R - Beijing
staff :
director / character design / key frame / story board :Zhang jiming
animation / editing / rendering :Toyoya
music :Zhang heng 
sound effect :Ling qing 
vocal :Surya
13.6 / "Breast feeding,it's only natural"
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13.6 / "Breast feeding,it's only natural"

Unicef "Breast feeding, it's only natural" 90" TVC
297
4,361
34
Published: