Sara Lehtomaa
/
Valio
–
Valio Cooking
Valio is a Finnish icon, and one of the most innovative dairy and food companies in the world. Recently Valio launched a new concept for its products, something that never existed before. Earlier Valio had portrayed its products mostly through categories, and now the occasion of their use was put on a pedestal. The Valio Ruoanvalmistus (translated into Valio Cooking) range was crystallized into ‘Cooking makes every day beautiful’ and it needed new atmospheric and feeling -based imagery.
Existing product images were abundant, but this time the photographs really needed to show the everyday moments and the joy of cooking through people in their homes and kitchens. Sara Lehtomaa from Fotonokka took on the challenge with Valio’s Marketing Manager Mari Wardi. Valio worked on 10 initial ideas for the photographs with their advertising agency Bob the Robot, and Fotonokka followed up with a more detailed treatment after winning the competitive tender phase.
The photoshoot ended up being shot in two separate locations, as well as in the studio environment. The original plan was to shoot in several different locations, but after Fotonokka’s Minna Lilja worked her magic and created home interior sets in the studio environment, they ended up being perfect for the purpose.
There are different schools on how to portray families in photoshoots; some prefer families to be portrayed by people who know each other due to their natural familiarity and ease, and some find that the right mood in the set can create a family-like atmosphere.
“We had one actual family in our shoot, and the rest of the people had never met each other. Still, you can’t tell from the pictures which one is the real family, and that’s all thanks to Sara Lehtomaa’s talent and ability to put everyone at ease and encourage them to be present” Mari Wardi describes.
“It never ceases to astonish me how much work, effort and expertise is put into getting the photographs just right, how many things happen during the day of the shoot, and how many professionals and their seamless talent and cooperation it takes to get just one image ready. Also the level of commitment of all the Fotonokka professionals is something else; the final touch to the home interiors was a cute drawing courtesy of the son of one of Fotonokka’s team members” Wardi continues.
Valio and all parties involved have been extremely satisfied with the photographs from this shoot. The aim was to get beautiful multi-purpose imagery around the Valio Cooking range products, ones that the whole organization can use in various situations.
TEAM
-
Client
Valio -
Agency
Bob The Robot -
AD
Tommo Killstöm -
Producer
Kaisa Pelkonen -
Props & interior
Minna Lilja -
Wardrobe
Milla Muurimäki -
Makeup & hair
Kira Muesa -
Makeup & hair assistant
Marika Kobayashi -
Food
Suvi Rüster -
Casting & models
Meku / Peanuts -
Photographer's assistant
Tomas Olsen -
Production assistant
Linda Salo
Valio is a Finnish icon, and one of the most innovative dairy and food companies in the world. Recently Valio launched a new concept for its products, something that never existed before. Earlier Valio had portrayed its products mostly through categories, and now the occasion of their use was put on a pedestal. The Valio Ruoanvalmistus (translated into Valio Cooking) range was crystallized into ‘Cooking makes every day beautiful’ and it needed new atmospheric and feeling -based imagery.
Existing product images were abundant, but this time the photographs really needed to show the everyday moments and the joy of cooking through people in their homes and kitchens. Sara Lehtomaa from Fotonokka took on the challenge with Valio’s Marketing Manager Mari Wardi. Valio worked on 10 initial ideas for the photographs with their advertising agency Bob the Robot, and Fotonokka followed up with a more detailed treatment after winning the competitive tender phase.
The photoshoot ended up being shot in two separate locations, as well as in the studio environment. The original plan was to shoot in several different locations, but after Fotonokka’s Minna Lilja worked her magic and created home interior sets in the studio environment, they ended up being perfect for the purpose.
There are different schools on how to portray families in photoshoots; some prefer families to be portrayed by people who know each other due to their natural familiarity and ease, and some find that the right mood in the set can create a family-like atmosphere.
“We had one actual family in our shoot, and the rest of the people had never met each other. Still, you can’t tell from the pictures which one is the real family, and that’s all thanks to Sara Lehtomaa’s talent and ability to put everyone at ease and encourage them to be present” Mari Wardi describes.
“It never ceases to astonish me how much work, effort and expertise is put into getting the photographs just right, how many things happen during the day of the shoot, and how many professionals and their seamless talent and cooperation it takes to get just one image ready. Also the level of commitment of all the Fotonokka professionals is something else; the final touch to the home interiors was a cute drawing courtesy of the son of one of Fotonokka’s team members” Wardi continues.
Valio and all parties involved have been extremely satisfied with the photographs from this shoot. The aim was to get beautiful multi-purpose imagery around the Valio Cooking range products, ones that the whole organization can use in various situations.
