All traditional food advertising commercials look identical. The challenge was to create something unique and fresh, without missing the opportunity to showcase our ingredients big on screen. The main objective was to create a masterpiece paying tribute to the exceptional Valio food. With our 1-hour feature film COOKINGQATSI we wanted to portray the flow of cooking with Valio – the almost meditative state of mind you reach when all your ingredients are working with you, not against you; innovating not only in our high-quality products, but also in the way we communicate.

For a world determined by 3-second attention spans, through-away-culture and ad pollution, we wanted to create the total opposite. By paying homage to a timeless cult movie, the slow-paced yet extremely powerful Koyaanisqatsi, we cemented the Valio brand in a permanent and meditative masterpiece – a true feast for the eye and comfort food for foodies and the general public. Besides the beautifully crafted film, we innovate by premiering the movie in local cinemas and over 100 digital billboards across Finland.

A 1-hour feature film where the food is the main and only protagonist.

First feature film to premiere in local cinemas and over 100 digital billboards across Finland.

14 different food filming techniques.

56 hours of material

3000 frames per second.

We wanted to build a big cinema piece without compromising the deliciousness of the food, and that was our biggest challenge. We decided to do everything in real life, manually, without any CGI or digital effects. We prepared real delicious food and then launched it into mid-air, used magnifying lenses, reversed the film, and dived deep right into the ingredients with high-speed cameras, combining 14 different food filming techniques. The film is so meticulously crafted, the visuals so fascinating, the original music is almost hypnotic, and of course, the overall result is beautiful – in a universal way.