Case: Brand Film for Finnish Broadcasting Company
I worked in and with the Finnish Broadcasting Company (Yle) for over a decade, writing and concepting films, trailers, and series. Out of respect for copyrights, I can’t share most of it here — but this one I can.
In Short
Challenge: A national broadcaster, the country’s main TV channel, a million-plus audience, 90 seconds to nail it — no pressure.
Insight: Less gloss, more vulnerability.
Impact: The film was shortlisted — but for me, as a writer, the best moment is when someone really gets it: ‘Exactly – maybe that [vulnerability] is exactly where the strength lies.’ (Audience feedback.)
Credits
Client: Finnish Broadcasting Company, Channel 1
Project: Brand Film for YLE TV1
Script: Inga Röning (me) & Jasmiini Lappalainen, Yle
Director: Miikka Lommi / Kennel Helsinki
Executive Producer: Jasmiini Lappalainen / Yle
Producer: Saara Kankaanpää / Kennel Helsinki
Original music: Marko Nyberg
DOP: Ari Willey
Editor: Ben Mercer
VO: Pamela Tola
My role: Scriptwriter
Recognition: Shortlisted in national film competition
(Retrospective side note:
Funny enough, vulnerability, human connection, and radical empathy are still at the heart of my work today.)
The Brief
As Finland’s most-watched channel, YLE TV1 set out to do more than broadcast — it wanted to really meet people where they are and build real connections.
The Challenge
The challenge: reach a wide, diverse audience with something emotionally true, yet specific enough to feel personal across generations.
The Approach
We built the concept on vulnerability — because it’s so universal, human – and crucial. Every choice, from script to sound design, was made to serve that emotional truth.
The Outcome
The film stayed subtle and resonant, inviting viewers to pause and feel. It proved that even in 90 seconds, you can create space for genuine connection.
The Channels
The film aired in all Finnish Broadcasting Company’s television channels.
The Impact
By anchoring the brand in vulnerability and real humanness, it strengthened trust across generations — showing that public media can connect through real resonance.
What I learned and took with me
Early drafts were too polished. We learned to let silence speak more boldly — and to protect tone so that vulnerability could stay raw and real. That boldness I try to carry into every project.
Key Takeaways
1.Our real connection is in vulnerability. The relevance in positioning a broadcaster comes from human connection.
2.Every detail — silence, pacing, tone — all serve the the premises.
3.We aimed for resonance: we wanted to create a film that invited people to pause, feel, and reflect.
Recognition
The film got shortlisted in national Finnish film and television industry ranking Media & Message, organized by Audiovisual Producers Finland – APFI.
“Exactly
— maybe that is where the strength lies.”
Audience feedback
You want to know what the film says?
I thought so. Here’s an unofficial translation:
Vulnerability lives in all of us.
But what if strength lies exactly there — in vulnerability,
in incompleteness.
In vulnerability lies your power. Your uniqueness.
Dare to face your fear — it’s trying to tell you something.
Only those who’ve met their own vulnerability can feel light. Free.
The more you open yourself, the more shades you’ll see.
The step may feel difficult —
but the whole world is here to carry you.
Yle – Your story.
Beyond this case:
My other roles in YLE
I’ve worked in and with the Finnish Broadcasting Company (YLE) since 2004 — as an in-house scriptwriter and journalist, and later as a consultant and independent scriptwriter.
During my time in YLE, I was responsible for stakeholder communication strategy, execution, and team leadership for YLE TV1 (Finland’s main television channel).
My responsibilities included 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.
If you want to see more writings, welcome. If you are interedted in structure of a story, the architecture of a Friends-episode might interest you.