Brand Film to epitomise an oath


UPM Metsä

Brand Films





Video production

We crystallised the value promise of UPM Forest into an emotional brand film.

UPM Forest vows to keep you and your forest prosperous and precious effortlessly and sustainably. This value promise was the starting point of the UPM Forest brand film conceptualisation.

Our goal was to create a concept that lives and breathes UPM Forest values and brand promise. The target group of the campaign were Finnish forest owners. Karu’s task was to take the project in its entirety from planning stages to video production and still photography.



In conceptualisation we jumped straight into the core theme. The moments where people swear an oath. We wanted the film to communicate UPM Forest’s unwavering commitment to stand by their customer’s side. Forest is part of the Finnish mindscape, and we wanted it to be present in each scene, framing all the most important oaths.

Large themes require a large production. The shoot took our crew from Tampere region all the way up to Lapland’s fells. In addition to breathtaking landscapes, movie magic was created by wonderful wardrobe and make-up, cinematography that took advantage of natural light, and talented actors. The resulting film earned its rightful place on the silver screen when the ad campaign culminated in movie theatre distribution.

“Collaboration with Karu has worked extremely well. Thanks to Karu especially for well-produced brand film and proactive work towards building UPM Forest public image.”

- Jarmo Hakala, Customer Experience Manager, UPM Forest

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