Tuntuu Ihan Rukalta TV spots

Ruka Ski Resort is one of my favorite clients, and combining my passion for snowboarding with my work as a director is something I truly value. In this advertising concept developed by Iina Merikallio and Jari Salo, we translate the inner feeling of three different riders into a visual and sonic experience under the line “Feels Like Ruka / Tuntuu ihan Rukalta.” The films take the viewer inside the heads of each rider through rhythm, sound, and imagery. The material blends authentic footage shot on Ruka’s slopes with studio-shot close-ups of the performers, enhanced by visual effects by Okko Käyhkö. Fun fact: the entire production took place in Ruka, where we built a custom green screen studio inside one of the resort’s maintenance buildings normally used to store the front-slope chairlifts when the slopes are closed. Sound design by Akseli Soini from El Camino plays a key role in shaping the emotional perspective of each character.