KROGAR MOT KNARK
In a world where decisions are often made quickly and under various influences, we wanted to highlight the crucial moment before a choice is made—a quiet second when the consequences of the decision become clear. The film focuses on that brief moment where a choice can shape not only the individual’s life but also impact society at large. We aimed to inspire the audience to reflect on their actions by creating a campaign with the organization STAD and their initiative Krogar mot Knark, about making the right choice, even when the action seems small and harmless.
The narrative follows the main character on an evening in the city, with the world seen through her eyes. The viewer experiences everything she sees—both the positive and the negative. When she faces the choice to take drugs, the film shifts to a series of flashbacks highlighting the darker sides of drug abuse: news clips about shootings, flashing blue lights, child labor in rainforests, and surveillance footage from crime scenes. This buildup shows the viewer how small decisions can have far-reaching consequences.
To give a strong sense of presence, we used point-of-view (POV) imagery, placing the viewer in the character’s role. The handheld camera and authentic color grading created a credible, raw feeling that amplified the message. With a fast pace and sharp contrasts between settings, an impactful atmosphere was created. After the main film, interviews follow with individuals from the nightlife industry—restaurateurs, STAD representatives, and police officers, sharing their perspectives on the social issues raised by the film.
The campaign became a powerful reminder that our decisions can affect both our own lives and the lives of others. With an intimate and engaging style, the film inspires viewers to make the right choice—when it truly matters.
