Finnish Broadcasting Company

A national broadcaster, the country’s main TV channel, a million-plus audience, 90 seconds — no pressure.

The Brief
As Finland’s most-watched channel, YLE TV1 wanted to really meet people where they are and build real connections.

The Challenge
How to reach and connect with a wide, diverse audience.

The Approach
We built the concept on vulnerability — it’s universal, human, and crucial. Every choice from script to sound design was made to serve the core.

Airing
The film aired in all Finnish Broadcasting Company’s television channels.

Impact
The film was shortlisted — but for me, as a writer, the best moment is when someone really gets the story.

Audience feedback:
‘Exactly – maybe that [vulnerability] is exactly where the strength lies.’

(Sidenote: Funny enough; vulnerability, human connection, and radical empathy are still the core of my work.)

What I learned
Early drafts were too polished. We had to let silence speak — and to protect raw and real vulnerability.

Key Takeaways
1. Our real connection is in vulnerability, and national broadcaster can meet there.
2. Every detail — silence, pacing, tone — serve the premises.
3. We aimed for resonance: we wanted to create a film that invited people to pause and reflect.

Recognition
The film got shortlisted in national Finnish film and television industry ranking by Audiovisual Producers Finland – APFI.

Beyond this case: My other roles in YLE
I worked in and with YLE for well over a decade — as an in-house scriptwriter and journalist, later as a consultant and independent scriptwriter.

I was responsible for stakeholder communication strategy, execution, and team leadership for YLE TV1, including brand management, launches, media, and collaboration across in-house productions, external production companies, and broadcasting operations. I also worked on both short- and long-form scriptwriting, including one 17-episode series.