Good at heart.

Fotonokka had the joy of being involved in creating the visual world related to the rebranding of shopping center AINOA together with advertising agency Grundlage in the spring of 2023. The goal of the images was to embody the new captivating brand personality and its key message and brand promise: AINOA is good at heart.

AINOA’s Marketing Manager, Ria Leppävuori, sheds some light on the selection process for the executing party: “Fotonokka had familiar faces and a well-known track record of high-quality work. Stylist Minna Lilja, known from many a successful project, and photographer Sara Lehtomaa, along with her on-point reference images and visual language, made a great impression. The ideas included in the treatment aligned perfectly with the brand and sealed the deal.”

Grundlage had ideas about the general style and message of the images to begin with, but simultaneously, Fotonokka’s creative team was given the freedom to visualize the concepts. As a result of joint brainstorming, Sara drew six sketches, and based on these, the images were created. Sara comments on the creative process as follows: “This was a true dream project! Participating in the ideation of the images at such an early stage was really fun and inspiring. The goal was to combine various topics in the images in a fun and surprising manner, which was both challenging and motivating for me.”

Fotonokka assembled a skilled production team for the task to ensure that the day went smoothly despite the large number of images. The aim of the images and videos was to tell not only the brand’s story but also about the various services in the shopping center, such as cafes, well-being services, as well as clothing, grocery and leisure stores. There were a total of six themes, and sets were built accordingly. The shooting day was long and efficient, which, according to Ria, was still a lot of fun. “More of these, please!” she adds.

The visual world consisted not only of stills taken by Sara but also of short video clips filmed by Fotonokka’s videographer Tapio Ranta-aho. When we asked Ria later about how the collaboration went and how the images were received, we got the following response: ‘The result was a truly successful entirety. We got what we wanted and a bit more, both in terms of quality and quantity. The images have been praised a lot, and the new look has been noticed. Nothing but positive feedback!'”

TEAM

• Client
  Ainoa

• Agency
  Grundlage

• AD
  Sini Ruuskanen

• Copy
  Sari Kelkka

• Photographer
  Sara Lehtomaa

• DOP
  Tapio Ranta-aho

• Producer
  Kaisa Pelkonen

• Stylist
  Minna Lilja

• Food Stylist
  Suvi Rüster

• Muah
  Kira Muesa

• Gaffer
  Mikko Tikka

• Photographer's Assistant
  Tomas Olsen

• Production Assistant
  Nora Nilsén

• Sound Design
  Marko Ventola / Humina