Title	IT'S A BEAUTIFUL JOURNEY
Brand	NOKIAN TYRES
Product/Service	NOKIAN TYRES
Category	A11. Visual Effects
Entrant	TBWA\HELSINKI, FINLAND
Idea Creation	TBWA\HELSINKI, FINLAND
Idea Creation 2	THIRSTY Copenhagen, DENMARK
Production	THIRSTY Copenhagen, DENMARK

Name	Company	Position
Jyrki Poutanen	TBWA\Helsinki	Chief Creative Officer
Tuomas Perälä	TBWA\Helsinki	Copywriter
Erno Reinikainen	TBWA\Helsinki	Creative Director
Mika Sylvin	TBWA\Helsinki	Creative Agency Producer
Noora Murremäki	TBWA\Helsinki	Account Director
Rune Milton	Thirsty	Director
Niels Kau	Thirsty	Producer
Claus Møller	Thirsty	Line Producer
Matthew Chuang	Thirsty	DOP
Sturla Brandth Grøvlen	Thirsty	DOP
Christian Rathman	Wonderland	Art Director
Mads Jørgensen	Wonderland	Art Director
Lasse Vejby	Wonderland	Art Director
Emil Gundersen	Thirsty	Editor
Kevin Koch	Thirsty	Sound Designer
Jonas Larsen	Thirsty	Music composer:
Mikael Balle	Mikael Balle VFX	VFX designer
Anu Moisio	Nokian Tyres	Marketing Manager
Sami Kelahaara	TBWA\Helsinki	Senior Creative

Tell the jury about the visual effects and summarise any relevant challenges or techniques.

To shoot a film entirely from the perspective of our product and to create an authentic POV feel, we built custom-made rigs to capture the spinning movement of a tyre. Shooting real moving parts in a studio allowed us to actually get inside the tyre with a camera. The physicality of this approach created a powerful visual effect. We threw sand, water, snow and leaves into the tyre. With a fast moving tyre these particles acted in ways that CGI can never reproduce. We wanted to capture the essence of an actual tyre rather than a digital effect. All these effects were treated in post and mixed with CGI, used in layers, and intercut with each other and the actual footage that created the storyline. Thanks to this mixed technique of VFX and physical studio shots, we managed to create a film where the product is truly in the core.

Write a short summary of what happens in the film

“It’s a Beautiful Journey” is a film that explores human life and the world around us through the perspective of our product, a car tyre. We experience the epic and sublime of nature in all its glory, the burning flame of new love, the intimacy of family, the joie de vivre of childhood – all this through a tyre’s point of view. On top of this, we showcase the different driving conditions Nokian Tyres are designed for: the icy winter roads, massive highways, rugged off-roads, wet asphalt and big city streets. The tyre spins and navigates the roads through all these seasons as it goes through the revolutions in life. All these elements are combined together with a “tyre effect” – a rotating tyre and a flickering alloy. The fact that we saw everything from a tyre’s point of view is only revealed at the end, right before the packshot.