Jäbät & Tunteet (Dudes & Feelings) project normalizes people identifying as male, dudes talk about their feelings. With our own example, we want to courage young dudes to be brave through vulnerability.
I worked the projects’ first year as the art director and copywriter. Along with independent work, I was often brainstorming with the other dudes how Jäbät & Tunteet talks, how it feels.
As the video production process began, I conducted research on short-form content platforms that would best reach our target audience. Eventually, exatly that was the fastest and most effective route to connect with young men aged 15 to 25.
I designed, wrote, discussed and edited. I communicated a brand that attracts commercial collabrations from brands such as Oatly.
My time in the project was memorable. The project won Silver in Vuoden huiput 2020-awards. I witnessed the very beginning and the way our audience grew significantly. Eventually Jäbät & Tuntet became something I always wanted; a thriving community with cultural relevance. I did not work on the project from 2022 to early 2024 when I designed an update on the original art direction more fitting to the video based content in 2024.
Awards:
Vuoden Huiput 2020 Hopeahuippu
Creative Direction: Nosh A Lody
Production: Marmori Entertainment
Art Direction: Aarni Kapanen
Photography: Linus Grönroos & Veikko Kähkönen
https://www.instagram.com/p/DBOeaC2NFaL/?hl=fi
