February 12th, 2010
"The human mind works in a strange way.", says Tuomas Korpi. "How else do you explain when working on an illustration portraying the duel between good and evil that the evil side is always so much more fun to work with. Or maybe it's just me?"
Henri Paltemaa of Hasan & Partners came to Piñata around the same time when we were working on the Fish and Tram pictures with an illustration about the two opposite sides of nuclear power. On the good side it provides energy for our everyday needs and even battles the global warming. And on the dark side it creates all kinds of new risks. One of the goals for the campaign was also introducing new shapes for ad slots in Helsingin Sanomat.
Closeup
"Right from the start I saw that this has the potential to be a really cool illustration.", Mikko Vormala says. "The aim was to crank up the intensity on both sides when moving upward so the strongest emotions were to be found at the top. From trivial everyday things to moving moments and from slight worries to outright panic."
The agency provided us with the subjects for the illustrations and Mikko started working on them one by one. "The sheer smount of illustration work surprised me a bit even though I knew there's going to be a lot of it.", Mikko says. "After I got the 33 separate illustrations ready, Tuomas arranged them to the final U-shape and tied the whole thing together with the steam and stuff."
"All in all this was a really fun and rewarding project to work on.", says Mikko. "There was a lot of work and even some inevitable re-doing in the process, but it was fun working as a tag team with Tuomas on an illustration once again. And it was really evident that the client was enthusiastic about the project too. It always helps bring out the best in us and raise the bar that little notch higher."
Credits
Client: Helsingin SanomatAgency: Hasan & Partners
Creatives: Henri Paltemaa, Timo Iivari, Eka Ruola
Project Manager: Johanna Leppänen