The film depicts a kingpin and her bodyguard who runs an oat drink syndicate in the underworld of their school. It’s a lucrative business in a place where oat drinks are still not welcome.

Every year, around 160 million liters of cow's milk are served in schools, subsidized by the EU's so-called School Milk Scheme. Encouraging children to consume milk products when their eating habits are being formed. At the same time, the EU has ambitious climate goals, which among other things, must be achieved by increasing the consumption of plant-based food. It doesn't quite add up, does it?

The EU might agree it doesn't. They decided to review the regulations for the School Milk Subsidy with the aid of an "open consultation," which could open the possibility of including plant-based drinks in the scheme.

We launched the film-centric campaign "Normalize it!" to shake things up and start a debate on the issue. The starting point was that children today are forced to pick cow's milk at school – if they want something else, they need to get it themselves.

The power of the message had its source in the documentary style. Most shots are handheld to give that close, relatable feeling. At the same time the use of a zoom lens created a sense of tension or urgency and added a touch of nostalgia for classic crime dramas of the past. This combined with filming on 16 mm stock gives the final product its raw identity.

Finally, Guy Ritchie as a stylistic influence from the get-go steered us to use some fast-paced editing, dynamic camera movement, to further enhance the film’s sense of energy and create a cohesive visual aesthetic. Overall, the cinematography work of this film prioritized realism, immediacy, and authentic style, with a mix of techniques and influences that are designed to create a unique and engaging viewing experience.