When Saarioinen briefed us on a new line of kids’ meals designed by children, we decided to forward the brief as a school assignment to a group of fifth-graders instead.

It soon turned out we were the ones who got a lesson on creativity. I wish we could have turned all the 30 or so scripts into films, but we barely had enough budget for one.

The children were involved in everything from pre- to post-production – and to make sure we stayed true to 11-year old Henrik’s vision, we enlisted him as a co-director for the spot.