A quiet man from the north of Finland, Pete has a subtle, yet dark, sense of humour and a passion for film that stems from his childhood.
Exquisite cinematography and skilfully placed music define Pete’s style and he relishes the opportunity to bring a simple story to life in a visually arresting way. Pete doesn’t like to be typecast and is as comfortable with visual comedy as he is with more photographic pieces.
Pete has worked with many of the top UK & US agencies directing charming and often highly emotional spots for the likes of VW, Vodafone, Colman’s, McCains, Renault, McDonald’s, TKMaxx and Toyota (a world away from the horror movies he made in his youth!).
Pete’s film for Wrigley’s was an international sensation amassing more than 70 million views and 2 million shares on Facebook in its first few days. ‘Sarah and Juan’ was shared by Ellen DeGeneres and Zooey Deschanel, whilst Elle magazine stated, ‘The most romantic movie of all time is actually a gum commercial’, it also went on to win the Best 2015 YouTube Ad ‘that gives you feels’.
Pete took some time away from commercials, directing ‘Bullets’, a ten-part Scandi TV thriller with two strong female leads; Krista Kosonen (Blade Runner 2049) and Sibel Kekilli (Game of Thrones). The series won the first Buyers’ Coup de Coeur at MIPTV Drama Summit and had a positive response in Cannes.
He is now happily back in adland and with over decade in the business and plenty of awards later, he is still the same humble man from the North as he was when he started out.