AMF & Femte Hötorgshuset

Foil films

The financial institution AMF wanted to create a space for young creatives in "Hötorgsskraporna" in Stockholm. The project name was purely Space. 

Right before the pandemic, I entered the agency Folket to experience my first ever internship. The agency was asked to handle all marketing of the Space project, including projecting video content on the 62 metre tall building facing the famous Obelisk roundabout in central Stockholm.

I was part of producing four films (20 secs-ish each), all based on a different category of digital culture. 

In these films we visualised a person exercising their passion and talent at unexpected places. The point being, they had nowhere to create and have fun since Stockholm lacks such space for digital culture. There would soon be such place, and it was called Space.

My contribution was ideation, developing the concept visually by illustrating storyboards, acting and assisting in editing video content.
Film 1. The producer 

Location: Subway (changed to a stairwell due to COVID)

The film begins with a tight shot of hands making music. Fingers are tapping keys, testing chords and writing notes. When we zoom out, the person is sitting on the subway. In one of the four seats, the person has set up a studio/office. The image then blurs and land in the copy:

Är du musiker? Vi gör space för dig här. 
Joina Sthlms framtid.

Femte Hötorgshuset
AMF Fastigheter
Film 2. The Gamer

Location: Deserted street at dawn.

The film begins with a tight shot of a hand using a computer mouse. Fingers are moving moving across the keyboard, like only a gamer's fingers can do.

Zooming out, is is obvious this is not an ordniary place for a good night's gaming session; the set up is in the middle of a street at dawn. It is empty and deserted except for the gamer and her desk. 

Är du gamer? Vi gör space för dig här. Joina Sthlms framtid.
Femte Hötorgshuset.
AMF Fastigheter.
Film 3. The artist.

Location: A Café

The film begins with a tight shot of hands holding a drawing board and a drawing board pen. The hand holding the pencil draws detailed sketches on the pad. When we zoom out, we see the person sitting in a café. They have set up a large screen, a small computer, a scanner and some drawing pads. Next to it is a coffee mug and a bun on a plate. 

Är du content creator? Vi gör space för dig här. Joina Sthlms framtid.
Femte Hötorgshuset.
AMF Fastigheter.

*look closely and you can see me doing a weird licking of the lips in this video.
Film 4. The virtual explorer

The gym.

The film begins in a tight shot of feet running on a treadmill. The feet are wearing running shoes and the belt is rolling at a high speed. As the image zooms out, we see that the person is in a gym, but wearing a VR headset. In their hands, they are holding controls and waving the controls in a way that is noticeable (to the viewer).

Är du e-sportare? Vi gör space för dig här. Joina Sthlms framtid.
Femte Hötorgshuset.
AMF Fastigheter.