# Jernhusen

> Ongoing art direction, photography and film for Jernhusen, the company behind many of Sweden's biggest railway stations, including Stockholm Central.

- Case study: https://tiedtke.se/work/jernhusen/
- What it was: Retainer
- Client: Jernhusen
- Agency: The Amazing Society
- Year: 2017—2020
- Medium: Brand, Video, Photography, Design
- Gabriel's role: Art Direction, Photography, Editing, Graphic Design

## Key numbers

- 886 videos delivered
- 1.03M views at 95% completion
- 4.77M social engagements

## The challenge

Garbergs had given Jernhusen a quirky, talkative tone of voice for its stations, but there was almost no visual content to back it up. And a train station is one of the hardest places to get noticed: everyone's in a hurry and every surface is already shouting. The job was to turn that tone into images and video that could cut through, across social, digital screens and print, at a pace of hundreds of assets.

## The approach

I started by writing the rulebook: Jernhusen's photo and video guidelines for social and online video (the explainer film here is how we presented it). Centered, symmetrical compositions. High contrast with the blacks lifted to a dark grey. Muted colors, so Jernhusen orange always wins. Tripod only, never handheld. The station's own sound, like the PA at Stockholm Central, instead of stock music. Then we made the work: playful still lifes of everyday station life (coffee cups floating over the benches, a teddy tucked into a luggage locker, a hot dog on a leash) and short films for social and the station's screens.

## The outcome

886 videos delivered. Over a million video views at a 95% completion rate, and 4.77 million post engagements across social. The guidelines meant all of it looked like one brand, whoever was holding the camera.