CD, Creative directionAD, Art directionSTD, Set design

Visual storytelling and product photography for the folding boxboard industry.

Summary
For the launch of two innovative Metsä Board products, we created a series of images giving life to the boxboard’s features and quality, all while defining the new Metsä Board photographic style to promotes its product.
Session 01
The first set of photographs focussed on the new Metsä Board folding boxboard ranging from entrylevel grade to luxury packaging. Utilising MB dummy boxes, we created a set of images to reflects the purity of the board, its sustainability, unique brightness and printability through light, shadows and reflections.
Session 02
Continuing the previous series concept, with a bright and light image styling, the second image series showcases the new eco-barrier range for the food packaging industries. The new images are abstract yet inspiring, opening the possibilities of the new folding boxboard.
Year 2019
Client Metsa Board
Role Creative director, Art director, Set designer
Agency Mirum Agency
Food Stylist Nikola Tomevski (session 2)
Stylist Laura Räihä (session 1)
Photographers Christian Jakowleff (session 1), Olli Häkkinen (session 2)
Thierry E. E. Francois