Holmen INNR - Changing the Market from Within

The story

Holmen Board and Paper was ready to introduce a new paper grade to the market - Holmen INNR. Rather than compete on specifications alone, they wanted a brand film that told a bigger story: this wasn't a paper entering the market, it was a paper changing it from within.

I wrote the script for the film, shaping a narrative based around "Making waves". I wanted to lean into the idea of challenging from within. Not shouting louder, but standing surer. I wanted the script to incorporate the company's history, objectives, competencies, and ambitions in a quietly confident, yet modestly transformative way.

It positioned Holmen INNR as a paper grade with a point of view. One that invites printers, publishers and creatives to rethink what a paper can do for their brand.

Check the film out above.