Focus Authentic, dynamic portraits and group shots of UPM employees, emphasizing collaboration, expertise, creativity, and culture.Setting Neutral light, warm and engaging compositions,with a sense of energy, authenticity, and pride. Guidelines Encourage eye contact in portraits to establish a strong sense of connection, authenticity, and warmth. Capture active and engaging work environments, with moments of real collaboration. Showcase diverse teams in candid interactions Avoid overly formal corporate setups authenticity is key.
Focus Illustrating UPM’s forward-thinking approachthrough material close-ups and R&D processes Setting Microscopic closeups and detailed shots thathighlight UPM as a forward-thinking innovator Guidelines Use macro and detail shots to emphasize material properties and scientific processes. Experiment with angles and light to create engaging, futuristic imagery. Keep a clean, minimalistic backdrop to keep the focus on the innovation itself.
Focus Bringing UPM’s innovations to life in real-world applications: across different industries and everyday settings. Setting Lifestyle-oriented, contextual imagery showcasing solutions in action. Guidelines Include human presence, but ensure the product remains the focal point. Capture diversity in everyday scenarios, reflecting a global impact. Maintain a balanced, natural look to ensure all images work well together—avoiding over-stylized or heavily edited imagery.
Focus Showcasing UPM’s material solutions in a controlled, studio-like setting. Clear, high-quality visuals of UPM products in standardized compositions. Guidelines Use isometric flat-lay compositions at a 45-degree angle or directly overhead. For liquid or flexible materials, use dynamic arrangements to emphasize flow and texture. Feature repetitive patterns of the product extending beyond the frame to imply scale.
Focus Illustrating the effect of UPM’s solutions in specific industries. Contextual images of products in industry-specific environments. Guidelines Capture close-up shots that emphasize material integration within an industry. Maintain clean, clutter-free backgrounds while retaining necessary contextual elements. Avoid staged or artificial-looking compositions—authenticity remains essential.
