Metsä Fibre, which is part of Metsä Group, is a globally operating producer of wood-based bioproducts, such as pulp, sawn timber, biochemicals and bioenergy.

Their products are mainly raw materials which their customers manufacture and refine into different products.

In this campaign, the challenge presented to Metsä Fibre’s agency partner Brandkind and Fotonokka was to simplify the product imagery of the company’s products for all its marketing purposes, and to present the products in a new and interesting light.

Fotonokka and Mikko Tikka were already familiar photography partners for Metsä Fibre and Brandkind, and there was already a strong mutual trust that the process will be smooth and the end results impressive.

As a former carpenter Mikko went up close and personal with the timber materials. The visual brief was built together with the client and Brandkind, and Mikko’s own personal style and craftsmanship were key in bringing out the wood in an appealing way, all the while maintaining the simplicity of the material in focus.

“Because of our spacious and functional facilities, we were able to bring the products – which in this case consisted of a big quantity of sawn timber – into our studios and shoot them here. This gave me an opportunity to really work with the wood in order to bring out the soul of the material, and refine its roughness for it to show in the photographs” says Mikko.

“Given the visual challenge this campaign presented, working with any other studio or any photographer other than Mikko would have made me extremely nervous of the end result. With Mikko at the helm, I trusted his craft completely and knew the photographs would turn out great. And I wasn’t wrong.” comments Teea Laitio, art director at Brandkind

Also the customer, Metsä Fibre, has been happy with the end-result, and the new product images have been widely used in various marketing materials, such as brochures, videos, customer magazines and social media.

The comments from the client have been positive, especially on how the seemingly mundane raw materials have been meticulously and expertly photographed to look like high-end design products. Because that’s exactly what they are, beautiful natural materials produced by Metsä Fibre.

TEAM

• Client
  Metsä Group

• Agency
  Brandkind

• Art Director
  Teea Laitio

• Photographer
  Mikko Tikka

• Set Designers
  Mikko Tikka, Minna Lilja & Kaisa Pelkonen