Finnair Lomalennot
January 19th, 2009

The goal was to create a view of an imaginary futuristic world with holiday elements, clouds and spacecrafts floating in space. Art Director Piia Seppälä's initial layout had the right feeling captured but we wanted to add some more dynamics and momentum into the composition.

Early sketching

Tuomas Korpi started by making some drafts for the composition - first sketching with pens and markers and then more carefully on the computer searching for the right balance with colours. "It was clear from the beginning that we needed bright, strong and saturated colours.", says Tuomas. "Even working with the layout was a delicate play at the top end of the saturation sliders. We wanted to have that explosive brightness and saturation but at the same time keep things in control and within good taste."

While the layout was still under construction Turkka Kylliäinen started working on some of the 3D-elements. Once the composition was agreed upon he started building the arrangement and lighting. "Especially positioning the surf board was a meticulous process both on our and the client's side.", says Turkka. "Incidentally both Mikko Vormala and Piia are enthusiastic surfers and they both take their passion very seriously." Even though the picture is all about fantasy we still wanted to get the small details just right - starting with the model of the surfboard and ending with the decoration on the coctail umbrella.

"I started building the picture up from the background clouds to the separate elements on the front.", says Tuomas. "One thing that made building the picture a bit tricky was the fact that we needed to have nearly all of the elements on their own separate layers." After the print picture was approved, Henri Tani created a ten second animation of it to be used in Adshel LCD-screens.

First Tuomas came up with a tighter composition and more dramatic overall look. With the realistic coulds and all the light effects it just felt too dark and daunting. So we jumped towards a lighter spirited holiday mood with white clouds, bright light and soap bubbles added.

"The spacecraft trajectory coiling around the picture took a bunch of versions before we nailed the most suitable style.", says Tuomas. "At the end this electric neon streak complimented the space theme and colours excellently."

Credits

Client: Finnair

Agency: SEK & Grey
Creatives: Piia Seppälä, Mikko Martikainen
Account Director: Lauri Toivonen
Account Executive: Tarja Koskela