Art Direction, Ruohonjuuri Brand Imagery & Film
For Ruohonjuuri, I developed a film and image concept that emphasizes the seamless connection between nature and human life. Rather than portraying nature and urban culture as separate, I crafted a visual narrative that embraces their coexistence. The story follows two characters, like best friends, whose bond naturally extends to the environment around them, as if nature itself were a third friend.Starting with an abstract brief and a few reference images, I transformed the idea into a fully realized concept, including scripting, production planning, and art direction, along with casting and styling.
Beyond shaping the creative direction, I also advised on how to integrate the material effectively into Ruohonjuuri’s brand and marketing.In my approach, I often develop underlying narratives that guide the creative team toward the right mood. While these stories may remain abstract to the final audience, they help shape an emotional atmosphere that resonates beyond direct messaging.
For Ruohonjuuri, I developed a film and image concept that emphasizes the seamless connection between nature and human life. Rather than portraying nature and urban culture as separate, I crafted a visual narrative that embraces their coexistence. The story follows two characters, like best friends, whose bond naturally extends to the environment around them, as if nature itself were a third friend.Starting with an abstract brief and a few reference images, I transformed the idea into a fully realized concept, including scripting, production planning, and art direction, along with casting and styling.
Beyond shaping the creative direction, I also advised on how to integrate the material effectively into Ruohonjuuri’s brand and marketing.In my approach, I often develop underlying narratives that guide the creative team toward the right mood. While these stories may remain abstract to the final audience, they help shape an emotional atmosphere that resonates beyond direct messaging.
