Helsinki Pride -yhteisö ry –  Pride 2022

We decided to focus on what we all had been missing in the past years: the warmth of human encounters.
Each portrait focussed on a moment of encounter: with lovers, family, friends and allies, or just oneself.

The emotional portraits combined with the rainbow colours of the Pride flag emanating from within our models made a strong and eye-catching statement in outdoor and print advertising.

Approaching the world with love is at Pride’s core. But love is difficult to detect with the bare eye. However, love has one giveaway: heat. To reveal the love of human encounters, a thermal camera was used to photograph representatives of the LGBTQIA2+ community. The images were then combined with photos, and the colors were adjusted to Pride’s universal symbol – the rainbow flag.


  • Client
    Helsinki Pride

  • Agency

  • Production

  • Producer
    Jonna Yletyinen

  • Art Director
    Mattea Näveri

  • Copywriter
    Maria Kuorikoski

  • Strategy Manager
    Markus Nieminen

  • Content Strategist
    Jukka-Pekka Syrjäaho

  • Account Director
    Ella Komulainen, Roosa Rudkiewicz

  • Gaffer
    Maria Hästbacka

  • Retouch
    FLC: Kasimir Häiväoja