Let's imagine there was a company specializing in vegetable food products and they wanted to promote them. How would they advertise something as generic as vegetables?
Well first they could come up with a good slogan. something that encourages people to eat more veggies. It could be something like "More vegetables one day a week means 52 better days in a year." That's very good.
But how would they make their ad stand out from the crowds of tomatoes, salads and peppers that are the seen in vegetable commercials? They know good copy isn't enough. So what do they do to catch people's attention visually?
They choose body painting.
APETIT is the company we just imagined. They trusted the idea of their marketing partner Hasan & Partners and took a step in creating something totally different to what you are used to seeing in TV commercials, let alone in vegetable promotions. And I'm so happy and proud all of them trusted me to be the creator for the challenging body painting illusions.
I was contacted by the director Aleksi Koskinen from Hasan & Partners right in the beginning of the project. I stepped in from the beginning of the design phase which was essential, as my knowledge on body painting and it's possibilities helped in mapping out the final visual goal. The vegetables to be created were our design choices and naturally then approved by the client.
I was commissioned to create the designs and sketches for the paintings. After the actual painting days I also got to view the final images and film and give my proof on the edits. I really love it that the client respected my wish to keep the paintings as natural as possible with minimum edits - the beauty of body painting lies in it's authenticity.
I also used my contact network and booked the most suitable models for this project. All of them were dancers and former athletes who are used to working with their bodies and have strength to hold poses that look easy, but in real life feel totally opposite.
My personal challenge in this was to create multi-body illusions which are one of the most difficult forms of body painting. At the same time I wanted to create something that would blow everyone's mind away and meet (preferably exceed) my client's expectations. I never do less than what I can, instead I always try to give more. I'm so grateful for this project, and it feels so amazing to get this feedback afterwards:
We were impressed by Riina´s professional commitment to achieve excellent artwork and at the same time commitment to reach our commercial communication targets. The end result was absolutely stunning.
To produce the videos and still images for this campaign, this was needed:
This campaign has definitely been noticed. Apetit has hundreds of thousands of views for the videos on their YouTube channels. The film runs on TV and also on cinema (I learnt that from my hairdresser yesterday). The digital screens at underground stations showed these veggies to passer-bys. And just on my own social media channels, the images have got thousands of views and hundreds of comments - 99% praising ones.
This approach to advertising is surprising, creative, brave, effective and still new. Or what do you think of these few quotes from the comments I've seen?
"Wonderful ad! Really makes you think - you are what you eat."
"This caught my eyes with those geniously painted human vegetables! Absolutely amazing work!"
"I saw this and immediately thought, that for once there is a different kind of ad that attracts positive attention."
"I've seen and admired this a few times now! This is the first ad that's interesting to watch and makes you smile."
"I was in the kitchen when my 3-year-old son shouted from the lounge "I want to watch more human vegetables!" I was like whaaat, as I hadn't sen the ad. Later when my son got to choose what he wanted to watch on telly, he replied "Them human veggies!" :D Amazing work! I hope my son's vegetable excitement shows at the dinner table now too!"
"Every time I've seen this I've watched even more carefully. Really cool and different idea, well executed. Congratulations to the whole team! The message is inspiring: one veggie day a week doesn't require much, and it becomes 52 days a year... 2 days would be 104 days a year...you are the one to benefit from that!"
"My 2 year-old daughter saw the ad: 'I want to be a cawwot too, give me cawwot pleaseplease!"' :D So it must be an effective ad!"
Body painting artist & design: Riina Laine
Assistants: Minja Konttori & Mari Pylkkänen
Director & photography: Aleksi Koskinen
Production & concept: hasan & partners
Client: Apetit Oyj
Links about the campaign:
One of my favourite types of commissions are definitely belly paintings. It is such a priviledge to get to paint the bump of a new mother-to-be. It's a beautiful way to celebrate new life and I feel honoured to have my brush strokes capture the special time in someone's life.
The themes for painting vary and I always try my best to bring the client's wishes to life. Sometimes the painting is given as a surprise present at the baby shower, and it's great to see how spot-on the friends have been with the subject they've asked for the painting!
These paintings always make the clients smile (or cry to behonest, sometimes they are so moved by the end-result that even I get teary). The painting session is also a good time for the mum-to-be to just relax and enjoy and concentrate on her baby. I love giving them a moment to remember with my art.
Most of my clients have had their belly painted in the beginning of their maternity leave. That's when they have more time to themselves and of course this a great way to spend your time off! :D Naturally "the canvas" is bigger then too, which is great for round shaped paintings.
Here are some of my latest belly paintings, don't you just love those beautiful bumps! <3
More pictures and information can be found on my Belly painting page.
Oh my god, this is going to be so fab! That was my first thought when producer Taina Sirola called me and asked me to join the team for a TV commercial for Veikkaus. I was so excited to hear the stars of the film and my models would be horses! I had never painted horses before, but I was up for the challenge.
I knew we'd have to work on the horses' terms and do everything the way that would be the nicest for them. I asked a little advice from my German collegue who had painted a horse before and got some good tips from her. It was good we also had a test day before the actual shooting days to see how the horses liked us and the whole idea of being painted. I was a little bit nervous in advance, but for no reason. Our furry friends were totally relaxed!
The designs were discussed and planned with the Creative Director and the Film Director. However, I was given a lot of freedom to use my body painting expertise to create the wow effect. I am so happy my views were appreciated and I was trusted to come up with something big.
The paints we used were watersoluble cosmetics and meant for skin so they were safe to be applied on the horses too.
Making-of video of this huge production.
We had two long days and altogether we painted 6 different horses. They were all well behaved and such lovely characters. Some of them couldn't care less we around, some were more curious and some almost fell asleep under the brush. <3 At the end of the day they got a bit restless because the trotting scenes of course got their adrenaline rolling. But they were still absolute stars and for us the two days were pure animal therapy. <3
This was one of the memorable projects I've ever worked for and I'm so excited it's got a lot of attention in the media too. Here are two articles about the project, for the first one I was interviewed and got to share the artist's view.
Iltasanomat: Taiteilija maalasi hevoset kauttaaltaan hohtaviksi tv-tähdiksi: ”Barbie on varsinainen missi”.
M & M: Veikkaus lähti uudistamaan ravipelaamisen brändiä: "On tuotu mukaan vähän rock-henkeä" .
Here is the killer final TV commercial we created.
I think we are all so proud of this outcome. This was the best way to finish the year 2017.
Horse paintings: Riina Laine
Painting assistants: Minja Konttori & Mari Pylkkänen
Creative director & Agency:
Tuomas Kotialho / Miller & Lean
Director: Mari Mantela
Producer: Taina Sirola
DoP: Jean-Noël Mustonen
Music: Erkka Lempiäinen
I'm so happy this happened - I got my body painting on the cover of a magazine! And actually it is one of the first (if not the first) Finnish magazines to have body painting on the cover. And what's even better, is thatSeura is not a fashion or design publication, but a magazine with stories of interesting people, societal issues and of course with a TV guide and crosswords puzzle, and aimed for an audience of 50+.
BUT, how cool is this magazine to have body painting on actress-singer Maria Ylipää, who they interviewed - such a brave and open-minded take on their normally very traditional style. Love it! I've worked as a make-up artist for Seura for years and I knew this was coming at some point. We were all waiting for the right time and the right person to model for it. So I think Maria was perfect for this! So powerful, as were the pictures in the end.
What do you think? The feature story was about the seven deadly sins. Can you guess which one(s) she was portraying?
Seura (issue 47/ 2017): "Näyttelijä Maria Ylipää: Alastomuuden pitää olla perusteltua."
Body painting, make-up & hair: Riina Laine
Photos: Tommi Tuomi/ Otavamedia
MAKING OF PHOTOS: Pia Karapää
Watch the making-of video below
Riina's world of body painting
My latest news and behind-the-scenes stories. New projects and ideas. Just everything body painting related you (or I) can think of!