BORTOM YRKESPROGRAMMEN
Elevating the status of upper secondary trade programs requires daring to challenge deeply rooted prejudices. For Helsingborg Stad, we developed a film concept aimed primarily at parents whose children are about to choose their educational path, with the goal of inspiring more people to view these programs as an attractive first step toward a long career.
The storytelling relies on initially playing with the audience’s preconceived notions about the different programs. In the script, we had the films open in cramped, intense environments—such as with a head inside a tangled tech cabinet or an oven. To bring this to life in a visually striking way, these opening scenes were created through a combination of live-action footage, VFX, and AI. Paired with a wide-angle lens, this builds a deliberately claustrophobic and quirky atmosphere, which is then abruptly broken by a sharp visual turning point.
The characters suddenly step out of the confined spaces and straight into modern, bright work environments. By breaking the prejudice in this way and shifting the focus to what actually happens after graduation, we showcase the real career opportunities that await.
The result is three films adapted for social media and DOOH-screens, delivering the clear message that the path to a future profession is wide open.
