Bronze Eurobest Award

Demo Film


Product/ServiceVOLVO XC60 / XC90
Category B01. Editing
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Name Company Position
Karl Risenfors Forsman & Bodenfors Art Director
Sophia Lindholm Forsman & Bodenfors Art Director
Leo Dal Forsman & Bodenfors Art Director
Hampus Elfström Forsman & Bodenfors Copywriter
Nicholas Düfke Forsman & Bodenfors Copywriter
Magnus Wretblad Forsman & Bodenfors Account Supervisor
Katarina Klofsten Forsman & Bodenfors Account Executive
Lena Sellman Forsman & Bodenfors Agency Producer
Bjarne Darwall Forsman & Bodenfors PR Strategist
Daniel Sjöstrand Forsman & Bodenfors Planner
Martin Joelsson Forsman & Bodenfors Designer
F&B Inhouse F&B Inhouse Web Design
Niclas Larsson New Land Director
Joel Rostmark New Land Producer
Adam Holmström New Land Producer
Linus Sandgren New Land D.O.P.
Sophie Tamm Christensen New Land New Land
Carla Luffe New Land Editor
Chimney Chimney Chimney Online
Patrik Johäll Superstudios Photographer, Stills
MUSIC Performed by: Pete Seeger Smithsonian Folk Ways Recordings Music Composition
MUSIC Performed by: Pete Seeger Smithsonian Folk Ways Recordings Music Composition

Write a short summary of what happens in the film

The Parents begins with a couple attending an ultrasound screening, realizing that they will be having twins. The film jumps forward in time and the parents are now dealing with early mornings, towers of diapers, and new problems once the twins learn to walk. The mom and dad hastily baby proof the home, protecting the children from potential dangers. Their lives become an unrelenting stream of work, sleepless nights, diaper changes, and chasing toddlers. Towards the end, the film reaches a pivot point when the mother heads out to buy diapers. As she drives the mother doze off, drawn to sleep by the brief moment of serenity. She is slowly drifting into the opposite lane of oncoming traffic when the car alerts her and automatically steers back into its lane, avoiding a dramatic accident to happen. Supers appear: The car that looks after you, like you look after others.

Cultural / Context information for the jury

The portrayal of parents in the media is often unrealistic, creating impossible standards to live up to and a harsh social media climate. This image often leads to “parent shaming”, when moms and dads are guilted when they don’t live up to this unachievable standard. We wanted to go down a different route: to show that even the most exceptional parent gets tired and makes mistakes. To fully utilize this idea in social media, we used an online phenomenon, so-called “parent saves”, and combined it with our own footage to create humorous short clips. And to break category language in still images, we combined beautiful car photography with chaotic family life. All assets led to the same powerful message: sometimes, we all need someone looking after us.

Tell the jury anything relevant about the edit. Do not name the editor.

The edit is one of the main contributors to empathizing with the parents. When the film begins, the camera lingers on longer shots. As the film progresses, the edit gets quicker, with more kinetic shots to replace the longer ones. The result is a film that gets more chaotic over time. As the climax approaches, the film feeds into this chaos by playing with visual distortion. There are moments of overexposure, undercranking, and step printing. It also plays with time by having time jumps from night to day. There are also moments of audio distortions where the soundtrack skips like scratched vinyl. These choices help the viewer connect with the sleep deprivation and disorientation that can come from being a new parent.