In early 2017 Tomas from Kuudes approached us with an interesting project. The brief was to create a complete imagery for Arla´s professional line of products. In short, Arla Pro. How to make photos, films and other assets in a way that they look real into an eye of a real chef and caterer. No milking of cows during a perfect sunrise with syrupy smile on farmers face. Yes, we know that you know what we mean. So instead we wanted to show the real working faces, the men and women from the industry. And if the product shows somewhere in the sets, that is a bonus, but not a necessity. More important is to show the real moments behind the pendulum doors.
Our obvious choice of weapon for this long, ongoing commission was Tuukka. As he has the experience from the field itself and has tons of contacts to reach out to, we were able to start refining the brief in a short notice with the agency. So the plans started to take shape and form pretty fast and we headed to Stockholm to start the producion. The key idea was that nothing was set up or staged. We shot all the “action shots ” and the film during a real service, in real working kitchens. And we wanted to include all sorts of kitchens as well. From casual fine dining to pizza, from lunch buffet to hospital canteen. As in all these environments there are professionals that take care that we get the food we desire on our tables.
We also produced all the new packaging and label shots for the whole product range as well. This job was trusted to the fantastic Mr. Olli Häkkinen and the food styling was done by Nikola Tomevski.
Thank you for a great collaboration and for your trust on this, Kuudes and Ryk & Casper from Arla!
Account director: Tomas Rosenquist
Art direction: Piëtke Visser
Photography: Tuukka Koski
Director: Tuukka Koski
Cinematography: Max Smeds
Edit: Mikko Savinainen
Music: Florent De Maria / Midnight Music
Colorist: Petri Falkenberg / Grade One