Pushing our clients to the front of their audience
Client
Direct4Baby
Platforms
Awards ceremony
Social media
Website
Services
Videography
Locations
Aintree
Crosby
Liverpool
Product showcase filmed on location in Liverpool
We have worked with the team at Direct4Baby since 2018, and they approached Surfr Media with a brief to produce a cinematic promotional video for the newly released iCandy Peach 7 pram. The production was created as part of a competitive campaign submission to iCandy, with the aim of winning the exclusive worldwide unveiling of the new product at the Direct4Baby store. The vision was to create a stylish, aspirational film that aligned with the premium iCandy brand while appealing to modern, active parents through a dreamy “Life’s a Peach” aesthetic.
Having recently opened their new flagship store in Aintree, Liverpool, the team wanted the city itself to play a key role in the storytelling. We incorporated several iconic Merseyside locations throughout the shoot, including the world-famous Pier Head with the historic Royal Liver Building as a backdrop, alongside the dramatic coastal scenery of Another Place by Antony Gormley on Crosby Beach. These locations helped create a strong sense of atmosphere, lifestyle and place, giving the campaign a distinctly Liverpool identity while reinforcing the adventurous, family-focused feel of the brand.
Using cinematic gimbal movement, natural lifestyle storytelling and carefully crafted product cinematography, the production showcased the iCandy Peach 7 within real-world family environments designed to resonate with contemporary parents. The final sequence brought the story back to the Direct4Baby showroom in Aintree, where we highlighted the full range of iCandy Peach 7 options available in-store.
The finished video was submitted as part of the global iCandy competition — and the campaign was rewarded with a win, securing the exclusive product unveiling for Direct4Baby. Beyond the competition itself, the content became a valuable multi-platform marketing asset, with edits produced for social media campaigns, digital advertising and website use. Alongside the hero film, we also captured an extensive library of photography and short-form content that the Direct4Baby team could continue using across their marketing channels in the weeks and months following the campaign.
The project combined commercial video production, lifestyle brand storytelling and location-led cinematography to create a polished campaign that reflected both the premium identity of iCandy and the energy of Liverpool’s modern family lifestyle.
Surfr has played a huge role in our recent success and has produced top drawer videos for both regional TV campaigns and also viral marketing campaigns. Direct4Baby have a fabulous relationship with Surfr and have enjoyed working with all of the team from inception of the first idea to delivery of the content. We look forward to continuing our partnership and growth in the years to come!
David Ball | Director | Direct4Baby
