Art Direction



Concept development


The Oat Effect

What is making oats so good that it’s classified as a “superfood”? Well, for starters, the grain is packed with fibers and protein. Furthermore, oats contain beta-glucan, iron, zinc, magnesium, vitamin B1, thiamine, and folic acid—nutrients that make you alert, energized, steady and balanced. We call it: The Oat Effect.

In the first films in the new concept, we get to follow the Axén family as they encounter small—but potentially devastating—situations in everyday life. Luckily, they are protected by their breakfast oats!