# Inte en reklamfilm (Not a Commercial)

> A 60-second film for the MSC ecolabel that opens by denying it's an ad at all: “Det här är inte en reklamfilm” (this is not a commercial). It's a call to choose MSC-labelled seafood and keep the oceans alive.

- Case study: https://tiedtke.se/work/inte-en-reklamfilm/
- What it was: Campaign
- Client: MSC, the Marine Stewardship Council
- Year: 2020
- Medium: Video
- Gabriel's role: Editing, Color Grading

## The challenge

People tune out anything that looks like advertising, and an ecolabel is easy to overlook on a packed shelf. The film had to feel more urgent than a product message and still leave one clear thing to do: look for the blue MSC label.

## The approach

I edited and graded the film as a manifesto. White type over the sea sets it up: “Det här är inte en reklamfilm. Det här är en uppmaning.” (This is not a commercial. This is a call to action.) Then the film sweeps through the ocean: a school of fish, fishers hauling nets at dawn, sea ice breaking apart, a trawler alone in the swell, a wave curling over. It builds to “Det här är en global aktion” and the close: “Välj MSC-märkt. Välj levande hav.” (Choose MSC-labelled. Choose living oceans.)

The grade ties underwater, aerial and on-deck footage together in one cold, deep blue, and only the sunrise is allowed to run warm.