Another “passive” production for DNT Tungestølen, this time following a group of Italian hikers as they venture through the valley, up to the glacier. This was a last-minute request and totally unplanned – the mission was simply to record their journey.

It is passive, by my definition, due to its invisible, seamless character. The goal is not to be loud, agressive or very direct, but to showcase the product / service through meaningful content – in this case, beautiful scenery and a wonderful hike. It boils down to ensuring that not a single person comes across this type of content and feels irritated, because they know they’re watching an ad. The same goes for most of my productions, but to an even larger extent with these “passive” ones. Many of my productions, like this one, are naturally very cost-effective as well.

While being passive, this particular production is also quite cynical in its message. The glacier is retreating year by year due to climate change, and that is precisely what the titles point out. So, for the viewer, it hopefully becomes a matter of them having to witness the scenery, before it is too late.