/
Metsä Fibre –  Wood-based bioproducts

Metsä Fibre, 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 for 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, interesting and fresh light.
Fotonokka and Mikko Tikka were already familiar photography partners for Metsä Fibre and Brandkind, and there was already 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 the roughness a bit for it to show its beauty in the photographs” says Mikko.

TEAM

  • Client
    Metsä Group

  • Agency
    Brandkind

  • Art Director
    Teea Laitio

  • Photographer
    Mikko Tikka

  • Set Designer
    Mikko Tikka, Minna Lilja and Kaisa Pelkonen

Metsä Fibre, 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 for 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, interesting and fresh light.
Fotonokka and Mikko Tikka were already familiar photography partners for Metsä Fibre and Brandkind, and there was already 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 the roughness a bit for it to show its beauty in the photographs” says Mikko. 

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