How to succeed in the new era of moving image?

Director Miikka Lommi gives five tips for standing out.

Sanoma’s new advertising spot sends a message: Advertiser, welcome to the new era of moving image. 

Miikka Lommi, the director of the commercial, describes the new era of the moving image like this: 

“Today, the moving image is not restricted to any specific location; instead, it is ubiquitous and present in different durations and formats. The kind of storytelling that we once got used to on linear TV is now scattered across various locations.”

According to Lommi, the new era constitutes an interesting, unchartered territory that we are about to enter. 

"Marketers should have their ear to the ground and focus on who they are talking to, while being bolder about allowing their own voice and brand to show. Long-term brand building is not that common nowadays. We're all so used to seeing images that not just any image will do. Being distinctive and having your own voice is increasingly important.” 

Attention needs to be earned

Lommi originally entered the industry as a music video director. His work includes Bomfunk MC's music video Freestyler.

“Music videos don't have a ready-made placement, so attention needs to be earned. By making music videos, I have learned to consider how to capture attention.”

How to stand out? 

"Close-ups of a person always work well", replies Lommi. “People are interested in other people. That will never change. Also, POV narratives in films are trending right now. The power of music is not likely ever to dissipate.”

According to Lommi, casting was emphasised in Sanoma's spot, and numerous people who have not been seen in advertising before were picked for it.

An unusual direction of movement is also a good way to stand out. In the Freestyler video, Lommi used an image played backwards, an artistic device that he still uses occasionally. 

Moving image is increasingly watched without sound, which has a huge impact on the making of advertising spots, according to Lommi. 

“There is no point in creating expansive establishing shots. They just make people move on pretty quickly. I would recommend thinking about different cinematic devices, such as images running backwards or upside down. For example, Arla's ad features a child who is upside down. A funny picture immediately captures your attention and works really well even without sound. The story is certainly always important, but it is also important to present scenes and situations using close-ups.” 

The fifth trick for attracting attention is a genuine emotional reaction. 

"When it comes to emotions, I wish that advertising was bold enough to display the whole array of emotions. The situation in the world is what it is and joy is needed, but not everything needs to be approached in a light-hearted manner.” 

Create your own trends

Lommi bemoans the loss of originality in advertising, which has led to everything looking pretty much the same. The drawback of being a follower of trends is that you are always a little late. You can create new trends through your own ideas and observations of the world. 

“Anyone who buys or does advertising can do this.” 

Original ideas and vision will disappear when you start following others too much. 

"Sometimes it feels like advertising is going in a different direction from where you would like it to go.” 

Mikka Lommi's favourite among recent advertising films is Pågen's series of commercials . 

“I like the series because it has something to say about this period in time. It's funny and also comical.”

What about your own work? 

“You're as good as your last job. Sanoma’s film is really great. It's my new favourite. It also looks new and provides insight into the new era. If I had to pick something else too, I would choose the Kodin Kuvalehti magazine’s ad. The story of the ad is true and it mixes different techniques, which makes it stand out from all the other commercials. I would like to see a lot of new and ordinary faces of all appearances, including tired faces, in advertising. After all, that's what all of us usually look like.”

Advertiser, welcome to the new era of moving image!