Lost Childhood

Lost Childhood

We live in an era where social media accelerates the passage of childhood. Platforms like Instagram, TikTok, and YouTube have become showcases of behaviors, aesthetic standards, and adult aspirations that reach children earlier and earlier. The pressure for likes, visibility, and performance pushes many boys and girls to imitate the adult world before they even understand what it means to be a child. This premature adultization, fueled by filters, trends, and algorithms, has created a troubling phenomenon: the loss of spontaneity and the playful essence of childhood.

The idea invites the audience to reflect on the impact of social media and the pressures that rush the stages of childhood. In the film, girls and boys appear dressed as adults in roles such as makeup artist, coach, model, and YouTuber. But instead of creating content, they grab their toys and leave the scene. The message is simple and based on a universal truth: they want to be all of that — but only when they grow up.
The campaign’s insight came from observing a global phenomenon — the impact of social media on how children see themselves and how they are perceived by others. By reversing this perspective, the campaign invites reflection: every child has the right to fully live their childhood.

Technology with purpose.

The campaign was entirely developed using artificial intelligence, a creative decision by the agency that goes beyond technical innovation. All scenes were built 100% digitally, without the involvement of children, reinforcing coherence with the theme and showing how technology can be used with purpose.