UK – The technology company, which creates coding kits and games for children, has worked with London-based film-maker Raine Allen-Miller on its latest advertisement that rethinks what a child coder looks like.
The advert deliberately shies away from any traditional references to coding. Instead, Allen-Miller wanted to offer a more futuristic punk aesthetic that plays up the creativity that comes with using STEM to make toys.
‘It talks about kids being smart in a cool way,’ Allen-Miller told It’s Nice That. ‘I wanted the kids to be empowered, which we really pushed with the styling… everything is real but with a teaspoon of the absurd.’
Like the #BreakStereotypes campaign by US company Secret Code, Technology Will Save Us is driving a shift in visual direction around children who code.