UPM Metsä is one of the leading corporations in forestry in Finland and part the UPM group. UPM Metsä collaborates with Finnish forest owners and small forestry businesses, taking care of the future of Finnish forests.
Karu has worked as the video partner of UPM Metsä since 2019. Over the course of our journey together, we have had the chance to explore how new forests are raised, forest management and the true professionals of the field. Our collaboration culminated in launching the new brand promise of UPM Metsä. We created the cinematic brand film and photographs for the launch.
The brand promise stands for taking care of the forests and the forest owners. The film – written, produced and shot by Karu – dives into the heart of promises. Every one of us promises or swears something in our lives. Some promises falter or are forgotten in time – but there are oaths that must stand the test of time and over generations.