Brandt Animation created a digital feather for the Always Ultra campaign. A combination of scanned chicken feathers and video reference material was used to match the CG feather to the close up shots of the real feather shot in the studio.

The CG feather was colourised once edit decisions had determined which of the exotic birds from the shoot was most suitable.

Director Terry Kemble featured the feather throughout the commercial, ending with a long pull out to the pack shot. The feather's flight path was tracked and combined with the layers of live action and physical models to make up the shot.