‘A Child’s Tale’ is UNICEF’s re-imagined brand film, bringing the charity’s story to life through a child’s eyes.
The aim was to create a childlike emotional connection with the audience - reawakening the sense of wonder and empathy we experience in childhood. The concept unfolds within a child’s pop-up book, a visual metaphor that directly links UNICEF’s brand story to the people it ultimately serves: children.
Traditionally, UNICEF relies on real footage from the field. While powerful, the harsh realities of war and suffering can cause audiences to disengage, making it difficult to reach and inspire new viewers.
To overcome this, the film was executed in 3D animation, combining 2D hand-drawn characters with environments built from digital design, photography, and stock assets. Framing the narrative through a pop-up book allowed us to tell a hopeful, accessible story without diminishing the seriousness of UNICEF’s mission.
The project was delivered by a three-person creative team. I led the creative direction and oversaw the production process end-to-end.
Narrated by actor, Michael Sheen OBE.
Agency: Manifesto
Concept: Al Hutchison
Script: Al Hutchison & Jake Cuddihy
Illustration: Jake Cuddihy
Animation: Jack Brooks
Producer: Al Hutchison
Director: Al Hutchison
Editor & sound design: Al Hutchison