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    The Best Work You May Never See: THL and TBWA\Helsinki Bring Expecting Parents Together With Their Future Children

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    A couple meets their future child in this docushort for The Finnish Institute for Health and Welfare

    The Finnish Institute for Health and Welfare (THL) launched Future Finland, a 100-year study that will follow an entire generation of children born in Finland between 2026 and 2029. To succeed, the project needs an entire generation, around 200,000 families, to participate. To recruit families for the study, agency TBWA\Helsinki devised a hook that went beyond traditional communication–asking what if expecting parents could meet their future child right here, right now.

    For this purpose, the first-in-the-world, biologically grounded AI system was built. This AI system is able to produce a vision of each expecting couple’s future child–who looks like them, sounds like them, knows them at heart, and is ready to have a values-based, real-time conversation.

    This documentary short taps into the insight that in Finland, there is one group of people who are strongly optimistic about the future: parents who think their children, the next generation, will make a positive difference in the world. In this film directed by Iris Olsson, expectant couples meet their future children for the first time and engage in a conversation. In the end, the children invite their parents to join the study.

    Credits

    Client The Finnish Institute for Health and Welfare (THL) Agency TBWA\Helsinki Mikko Pietila, chief creative experience officer; Joni Furstenborg, creative director; Emma Kanninen, sr. copywriter; Niklas Nabb, creative/design; Juhana Hokkanen, strategy director, innovation; Umberto Onza, head of AI, creative; Jukka-Pekka Paajanen, strategist, marketing and public relations; Joni Hartikainen, creative producer; Tommi Makela, production manager; Valeria Mikkonen, postproduction manager. Production Iris Olsson, film director. Editorial Lisa Myllymaki, editor.

    Genre:Documentary
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:Iris OlssonTBWAHelsinki



    Team One and Director Sebastian Strasser Create “The Last Real Man” For The RealReal

    Monday, April 13, 2026

    Isn’t it nice to know that some things are still real?

    In a world increasingly crafting fakes, replicas, and perfectly rendered simulations, there are fewer and fewer places that still celebrate authenticity.

    On a day dedicated to lighthearted hoaxes and twists of fate, it seemed a perfect time to release a film that explores what’s real, and not.

    That tension sits at the center of “L’ultimo Uomo Reale” (“The Last Real Man”), a new film from Team One and director Sebastian Strasser, in partnership with the marketplace for authenticated luxury resale, The RealReal.

    Conceived as a response to The RealReal’s 2024/25 “Ask Yourself What’s Real” campaign theme, the film pushes that question further, by exploring the growing tension between perception and reality in today’s digital world.

    At a moment when much of the industry is using AI to scale content, this work flips the lens—using it as both subject and storytelling device. A humorous, slightly unsettling take for anyone who still values the real thing.

    Directed and rendered by Strasser, the piece constructs a hyper-real world that feels convincingly human—until it begins to fracture. Subtle glitches give way to a full unraveling, exposing a carefully engineered illusion.

    “We’re moving into a world where ‘real’ is no longer a baseline—it’s a premium,” said Chris Graves, Chief Creative Officer, Team One. “We wanted to create a story that lets the illusion hold just long enough to feel convincing—then disrupt it, so you’re forced to reconsider what you’re actually looking at. Because what carries value now isn’t just craft. It’s credibility.”

    Team One was inspired by The RealReal’s authentication process... Read More

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