The campaign is an online film to launch Phonesmart licences, a free online course for 10 - 13 year olds teaching them how to stay safe and be kind online.

The original script was an American style musical but director Will Hooper was able to bring his understanding of youth culture and the target audience to suggest a more modern tone to the soundtrack, lyrics and ever increasing dread as the film plays out. 

By bringing a range of imaginative visual ideas, many brought to life with VFX  Will created a social media world that genuinely resonated with young people and was a very successful campaign.

The ad was filmed over 3 days in Bulgaria.