Kovanen
One of a Kind
Context
Kovanen is one of Finland’s best-known premium taxi services. Its slogan, “ainoa laatuaan”, one of a kind, had carried the brand for years. The job was to keep that thought, but make the customer feel it, on big screens and in social.
Approach
So we flipped it. Kovanen isn’t the one of a kind. You are. Step into the car, and you’re the only one that matters.
Execution
Four customers, four worlds, each styled to be completely themselves. Different people, same feeling: the ride is about you.
I directed the shoot, designed the campaign formats and edited the films. It ran on MTV Katsomo, at Helsinki Airport, on Musiikkitalo’s screen, and across Facebook, Instagram, TikTok and YouTube.
Outcome & Role
Same brand, same core idea, just told from the back seat instead of the front desk. Warmer, sharper, still unmistakably Kovanen.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production · Video Editing · Directing
Concept and campaign made together with my copywriter partner.
