Makwan Amirkhani immigrated from Iran to Finland when he was a child. Today he is one of most well known UFC (Ultimate Fighting Championship) fighters in the europe. Amirkhani acted as the brand ambassador for Sokos, a major Finnish department store chain in 2017.

Me, director Taito Kawata, the client and Amirkhani made a script telling Amirkhani's heartbreaking life story for the first film in Sokos's fashion launch campaign. The next two films were more fashion driven, highlighting the wide fashion offering in Sokos. The 2017 marketing plan of Sokos included three major fashion campaigns and it lead to drastically improved sales, especially in the men's department.

The campaign materials were filmed in Finland, Ireland and Dubai. As the creative director I was in charge of concepting the campaigns. I also took all the photographic material in the campaigns. 

Styling Sofia Oksanen, hair and makeup Anu Levy. Made in Sherpa. One Big Holiday, Local production company in Dubai.