The whole film is narrated by the young boy of the family of three (soon four), his dad and pregnant mom. The young boy wonders about the concept of time and all the things that can be hard to understand in the grown up world. Seeing it from the little boy’s perspective shows us how precious time is and being here and now.

Depending on your gender, age or marital status your time is valued different. Why do certain people get all the time while others can’t have any? 

Kids don’t care about yesterday or tomorrow, later or past. Only now. They have another perspective on time and the time before they really gasp the concept is one of the most magical and free times in their lives.

Spending time with your kids will force you to stop and think, or not to think at all. So when you go back to work you might see things differently and maybe come back as an even better employee.

Volvo wants to bring awareness to that they care about these social questions and that they give parents the time to take a step to the side, spend time with their kids and change perspective. Volvo offer all employees globally 24 weeks payed parental leave.

To make sure the team were able to catch every moment of the little boy they worked with only natural light and light bulbs indoors. All lighting was done the days before so we never had to wait for light or grip on set. It was basically a 360 set.

For true beauty and texture they shot on 35mm film, there was always two cameras on set so the team didn’t have to wait for one camera to be loaded. When one were in use the other one was prepped to being used. That way the team were always ready to capture the unexpected and authentic moments.

The campaign ran internationally. All working parents in Sweden have the right to payed parental leave and this is Volvo’s initiative to export these Swedish values to the rest of the world.