Erittäin Hieno Suomalainen Shampoo — 50 Years (2024)

I illustrated the 50-year anniversary campaign for "Erittäin Hieno Suomalainen Shampoo", drawing from shared Finnish memories rather than trends. Sauna rituals, swimming in lakes, pale white summers, dark winters — and a shampoo that has quietly been part of everyday life for generations. The work explored contrast and continuity: softness and strength, light and darkness, tradition carried through small, familiar routines. Illustrating it felt less like creating something new and more like recognising something already there — a collective memory many of us carry.