The film starts with a talking-head. It seems to be talking to the viewer or to a child. At first, we don’t acknowledge that she is talking to herself – standing in front of the mirror. She operates with phrases that usually make children ashamed, scared or feel guilty. She takes control of the language and uses her parents and teachers phrases – but not to humiliate or punish a child but to actually gain confidence.

We show female anger which is still rare in ads. But anger can release a lot of energy that can be used for good causes and development. It allows us to get more motivated. We turned this anger into something positive. The mother takes on a challenge – for her child.

- “Mothers are typically the primary caregiver in most families, so their role in early childcare and education is crucial”.

We wanted to show a determined mother who fight with her own – for her kid. She takes action. She inspires and gets giant like a goddess. We wanted to show that mother’s love is one of the strongest powers in the world.

- The primary goal was to empower mothers who feel powerless to start taking actions in their child's education with Rocket Learning.

- To show the strength of women and their emotions. To show the power of not giving up – because they always try for their beloved children. To show that they can fight their insecurities. To show that strong emotions are ok for women. To depict this timeless strength (powered by love) in a social media friendly form.

Learning is associated with stress for a lot of us – because of our school system and our parents' mistakes. We put pressure on ourselves to be the best. We fear that we can’t do something good enough. We compare ourselves to others. But we can’t let our bad experiences and fears shape our future – we can use them now on our own terms.

Our target audience are mothers but also fathers of children (especially between 3-6). We used a children-drawing aesthetic to emphasize brand educational target (young group of children). We wanted to encourage especially mothers (according to the brief) in a quite funny way to BULK UP their confidence. We think that simple funny form makes every challenge less scary.

We used a vertical format because of our TikTok/Reels-first thinking. We put some subtitles which can be easily translated. We used language-agnostic voice over which will be universal around the world.