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.

It was a dream to have all this organic footage of a family shot so well. We wanted to marry the VO added and spoken audio from set with the beat of the track. We sort of treated it like a rap over a beat and the extra sound as components of the track. This is the unique part of the edit. For the story and emotional progression we always knew we have to show all emotions in a good balance that goes into parenting, love, patience to be able to feel the end as much as possible.

We also wanted to tell the story through the boy’s perspective, as we wanted to recreate his train off thought. Keeping it childish but when needed also lifting the eye a bit and making sure the viewer saw what impact spending time with your kid has on them in a young age. 

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.