My first project with Prisma, the second largest retailer in Finland, happened in 2016, launching new street fashion brands for young adults. We used workshopping sessions to create the concept framework together with the client, including the use of brand ambassadors and the concept called Discovering America.

We then went on to search the right kind of ambassadors, from Finland, to represent each brand, and find their favourite things to do in a big city. New York gave us a versatile and lively 24h ambience to do our job and create our campaign materials.

What was a special in the project, and continues to be a particular source of pride for me as the creative director, was building the team. To get people who are working in different production agencies and are actually competitors to work in the same production was something new in the Finnish advertising scene.

The spirit in the whole production was magical. We shot eight long days in a row and everybody was pushing themselves to the limit. What trip, what a team. A true dream come true project. 

Team: Taito Kawata, Kim Koponen, Sami Välikangas, Pauliina Teirikari, Lauren Gesswein, Alex Zieliski, Sherpa, Lauri Toivonen, Kati Huurtela. 

A special thank you to our ambassadors: Yasmin Janatuinen, Kasperi Kropsu, Konsta Linkola & Roope Salminen.