PROGRESSION

This commercial was produced for Progression – an organisation that works every day to support families with children who have limited resources, whether socially, financially or emotionally. Progression wanted to draw attention to a growing problem in modern family life: the digital distance between children and parents. Many parents want to be present, but find that digital life constantly pulls their attention away from the people they love most.

The theme "Parents in a Digital World" was chosen as the creative and emotional starting point for the film. The aim was not to point fingers, but to create recognition, reflection and conversation – especially among parents who already feel pressured in daily life and who may be struggling with guilt over a lack of presence.

The production was developed in close creative collaboration between Mazen and LION Creative. The entire process – from concept development and script to casting, filming and editing – was planned with both the target audience and the message in mind. We wanted to create a story in which the viewer can immediately feel both the child's longing and the parent's inner conflict, without it becoming moralising or dramatic for drama's sake.

The scene is set in an everyday environment many people will recognise: a living room, a sofa, a child with a teddy bear – and a mother who is physically present but mentally lost in her phone. The camera and narrative are designed to put the child's feelings at the centre, while making it clear that the parent isn't indifferent – she is simply caught up in something that far too many of us know all too well.

The collaboration and process

As a powerful device, we chose to let the child be the voice of the film. The voiceover, spoken by the girl in the film, turns the perspective upside down: instead of the child telling us about an absent parent, it is the mother's voice and guilty conscience that are expressed through the child. It hits hard – because it reveals that children often notice, understand and feel more than parents think.

The voiceover reads:

*"I know I spend too much time on my phone. And I promised you I'd put it away when we're finally together. Social media pulls me in. But I also know the time I spend on the screen never comes back. Time goes by so fast, and I feel like I constantly have to keep up. It's as if I'd rather spend one hour with 100 different people online, people I don't really know.

The result

Than spend 100 hours with the people I love most. I promise to put my phone away today and be a better mother."*

The text is based on real reflections from parents in Progression's target group. Many feel shame or inadequacy, but are missing a loving nudge towards change – not a wagging finger. That is exactly why the tone and imagery are vulnerable, honest and intimate.

The film was created with the ambition that it could be used across several platforms – digitally, on social media and in preventive work. It speaks as much to a broad audience as to professionals, educators, parent groups and organisations working with families in vulnerable situations.

The result is a powerful visual story that resonates, moves and prompts reflection – not through dramatic effects, but through authenticity, stillness and a message almost everyone can relate to. The film is an example of how creative storytelling can create social value and start important conversations.