# Pendlande Känslor (Commuting Emotions)

> An autumn campaign for Jernhusen about the ups and downs of commuting (“Pepp! Depp. Pepp!”), running across Stockholm Central, social and print.

- Case study: https://tiedtke.se/work/pendlande-kanslor/
- What it was: Campaign
- Client: Jernhusen
- Agency: The Amazing Society
- Year: 2020
- Medium: Video, Photography, Print, Design
- Gabriel's role: Art Direction, Graphic Design, Photography, Editing

## The challenge

Commuting is an emotional rollercoaster. One minute you're ready to take on the day, the next your train is cancelled and it's raining. Most station advertising pretends that isn't true. Jernhusen's autumn campaign leaned into it instead, and needed a look that felt as human as the idea.

## The approach

The line said it all: “Pepp! Depp. Pepp!”, roughly hyped, deflated, hyped again. I art directed and shot a set of big, unfiltered close-up faces, from sulky to laughing, and built an orange wave graphic that rises and falls through the station like a mood chart. It ran as ceiling banners at Stockholm Central, in print, and as social posts.

The films cut between close-ups riding the same wave, from a sulking commuter to a man laughing out loud and a toddler on the verge of tears. “Korven” plays the whole arc in 20 seconds. A spaniel waits hopefully at Stockholm Central, watches a hot dog hit the floor just out of reach, and sinks into despair, until someone rolls him a ball. It signs off with “Pendlar du – och dina känslor?”, a pun on pendla, which means both to commute and to swing.