This city shapes us | Bugaboo DragonFly

Bugaboo DragonFly: This city shapes us

Embracing the challenges, cherishing the joys, and journeying through the captivating stories of parenthood in a rapidly changing world. 

As cities buzz and hum with life, in collaboration with Bugaboo, pioneers a new image of parenthood, we introduce our second storytelling campaign. 

Building on the resonant consumer insight that "Parenthood is exciting but comes with challenges in a changing world," the campaign aims to illuminate the immense power of parenthood in shaping our future.

While the parenting landscape has evolved, its essence remains boundless, filled with love, trials, and infinite rewards. This campaign promises to simplify the narrative of parenthood, allowing families to revel in moments that truly matter.

The heart of the campaign
Throughout three captivating films per family, the campaign trails two unique families, intimately showcasing their journey of living and growing up in the sprawling urban expanse of London. These stories unfold in "Chapter 1" assets, plunging deep into the intimate moments that define the parenting voyage, each chapter perfectly juxtaposing city living and the boundless opportunities it presents.

From the bustling streets to quiet home corners, our shooting style will mirror the rawness and authenticity of these narratives. Fluid, organic camera movements paired with breathtaking close-ups, optimised for the 9:16 format, promise a visual treat. The balance between documentary-style and stylised shots aims to bring viewers closer to the heart of each story.

Meet the families:

Raising a family in the city

Dive into the life of Frazer and Millie. As London's gallerists and artists, they're introducing baby Bonnie to the city's vibrancy, sharing their passion and joy for the urban buzz.

Sharing your heritage as a family

Embark on a journey with Kengo and Lou. Passionately intertwining their Japanese and Cape Verdean roots, they raise their son Kenzo and Lou's three older kids amidst London's rich cultural tapestry.

Complementing these narratives, we introduce a unique archive material prompt list for our cast. While scripts paint a preliminary image, we value spontaneity, pivoting our storytelling based on what each couple contributes. This flexible approach ensures a genuine portrayal of their lives. Enhancing the 9:16 format, a neutral background linked to the creative pursuits of the parents sets the stage with a foreground of archival materials, merging the past with the present.