The Nordic countries have a dark history of repressing the native population of the north and their traditions. Although the Sámi people have been given some redress over the past 30 years – their culture isn’t valued very high and is rarely seen in mass media.

In Norway, consumers are focusing more about the quality of their food and its origin, not knowing that what they’re looking for is right in front of them. Actually, the majority of northern Norway is used to reindeer herding. It’s legally reserved to Sámi people who embrace a nomadic existence to follow the reindeers’ natural way of life.

An old technique was used to create a whole new universe.

The TVC is shot live in-camera. The reindeers where first hand-drawn frame-by-frame in 2D, and then integrated into the physical sets by the Pepper’s Ghost technique. The holographic effect was popular in theaters and amusement parks in the 1800’s and works by reflecting an illuminated object on a mirror-free glass at a 45 degree angle in front of the camera.