This utterly hilarious and cringeworthy photo series is the perfect embodiment of awkwardness, and we’ve got Oslo-based photographer Morten Borgestad to thank for it.

The series was shot for Norwegian phone company Telenor Mobilis’ ad campaign promoting a subscription plan for families with children under 21, which explains why the youngest person in each photo is perpetually glued to his smartphone. But don’t be so quick to write off the models of this ad as geeky lads in ugly Christmas sweaters — they’re actually members of the Norwegian alpine team, which produces some of the best skiers in the world.

See more of Borgestad’s work here.

Morten Borgestad Photography Morten Borgestad Photography Morten Borgestad Photography Morten Borgestad Photography Morten Borgestad PhotographyWith permission © Morten Borgestad