Youtube Video Child birth can be a brutal, primal and rather harrowing experience, especially for the men. But it's also beautiful. And, for the first time in Australia, an ad for newly rebranded fertility clinic Genea that was shot by Kiwi director Zia Mandviwalla from Curious Film and features an original score by composer Don McGlashan, has shown a real birth as part of a commercial.
“Zia had a fantastic intuitive response to the script," says Rhodes Shapter creative director Dale Rhodes. "She also had great experience in working with non-actors. We were able to find a mother who had had three previous uncomplicated births and was planning to use a birth centre, as this was ideal for filming.
“Zia built up a close rapport with the mother, father and midwife. We then flew to New Zealand a few days before the due date and waited for the labour. We shot on two cameras over a six-hour period.”
The ad was filmed to mark a rebrand from Sydney IVF.