Ica Maxi - Your World of Tastes

Jan 19

Shot in the beautiful surroundings of my hometown Uppsala, this movie was a project in collaboration with supermarket company ICA.

ICA launched its campaign MAXI LOKALT (Maxi Local) with the intent of bringing peoples attention to local producers and sell more locally produced food. My idea was to do a montage of interviews with the different producers to create an almost documentary-style film. In total, I spent 2 days collecting material, and a couple of days editing. The end-result was a film that was more than just advertisement for food: It was a portrait of the culture of farming and food production in my part of Sweden.

I honestly had no idea that there are this many ways to cook potatoes! I think I’ll take mine boiled over raw though.