Nominated · Swedish Content Awards 2026
Mellan Generationer
One of four nominees in the Finance & Technology category.
Client
Alecta
Scope
Film and advertising
Deliverables
Four films, trailers and stills
Filming
One day per film, 2024 and 2025
Category
Finance & Technology, SCA 2026
How we made it
Prepared, not rehearsed
The participants knew what the conversation would be about, but not what they would say. We gave them a few talking points and a place to meet. The rest was their own conversation.
Hagaparken · June 2025
Growing older
Three generations of women in Hagaparken. The mother and grandmother talk about growing older while the child plays.
Rågdalen · June 2025
Security
Two men carve wood in the Rågdalen forest garden and talk about what security is and how it changes through life.
Sollentuna · December 2024
Friendship
A conversation in the hairdresser’s chair about the friends who stay with you through life.
Gamla stan · January 2025
Grief
An evening walk through Gamla stan and on into a café, about loss and about what carries you forward.
From each day of filming
One main film
16:9, in three colour versions
Short trailers
9:16 and 4:5 for Reels and feed
Stills
For the theme page and socials
Chapter 1 · The question
Who will you be when you grow older?
Alecta wanted to talk about pensions without starting with the numbers. Mellan Generationer (Between Generations) is Alecta’s theme series about what generations can give each other. Each theme got its own film, its own trailers on social channels and a place on Alecta’s theme page, and ran for six to eight weeks.
Our job was the films. We let real conversations between younger and older people carry questions about identity, ageing and security.
It became four conversations, filmed over one year. This is how it went.
Chapter 2 · The year
One year, four conversations
We filmed one film at a time, in four places and at different times of the year. Scroll to follow the journey.
Chapter 3 · The people
The people behind the conversations
Each shoot was one day, with a small team behind the camera and two or three participants in front of it.
Producers
Director
Cinematography
Editing and sound
Hair and makeup
Featuring
Locations
Chapter 4 · What we take with us
Three things we take to the next brand
01
A hard subject becomes a conversation
Pensions are hard to sell with numbers. Here they became conversations about ageing, security, friendship and grief. The same approach works for insurance, banking and healthcare.
02
One day of filming per film
Each day gave one main film, short trailers for Reels and the feed, and stills. One theme lasts a long time in the channels.
03
The same team makes the films and the ads
We filmed, edited and ran the ads. You have one contact from the shoot to the report.
Chapter 5 · What they said
Fatima Hellgren, Alecta
“Everyone in the group helped me with great patience and real kindness. Thank you for a really lovely day, despite the rain.”
Pell Uno Larsson, featured in Security
“Very professional, and they go the extra mile to make everything as good as it can be!”
Amanda Gustafsson, featured in Growing older
“What a team!! Loved working with them.”
Robin Ure, featured in Friendship
The reviews come from Adsome on Trustpilot, translated from Swedish.
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