LOS ANGELES – The residents of Europe’s darkest town discover a path to
enlightenment in a new web campaign directed by Peter Dietrich for Grey Berlin
and electric apparel maker Lunative.
represented in the United States by A
Common Thread
, directed five spots featuring real-life citizens of Tromsø, Norway’s northern-most town, which
experiences a “polar night” of no sunlight lasting three months each winter.
Lunative hoodies, sweaters and jackets, which feature electroluminescent strips,
make the prospect of facing that long, dark winter a bit brighter.

Dietrich introduces viewers to a Russian
fisherman, whom he discovered working on a rusting boat in the city’s wharf, the
members of a death metal band, a retired couple, a parish priest and a pair of
local beat cops. Using disarming skill, he gets his subjects to open up and
share their impressions of Lunative’s light-up apparel and life in Tromsø—with
results that are offbeat and comedic. The priest becomes philosophical in
discussing the town’s unusual geographic position. “Darkness in itself does not
exist,” he asserts. “Darkness is just the absence of light.”

“It’s obvious that they aren’t actors,”
Dietrich observes. “What you get is natural, non-acting, no performances.” Noting
that his interview with the gruff Russian fisherman occurred “at three o’clock
in the morning, in the freezing cold,” Dietrich adds, “We had some fun doing

Although Tromsø  has a population of more than 70,000 souls,
Dietrich says that it feels isolated 
from civilization, something he sought to capture in his stark, artfully-composed
imagery.  It provides an ideal contrast
to Lunative’s brightly hued, light up apparel. “If you need to survive a long
dark winter, it makes sense to wear this kind of clothing,” he says. “We took
that very sensible idea and gave it an ironic twist.”
“Our intent was to prove that long, dark,
Scandinavian winter nights feel shorter when you’re you are wearing glowing
gear,” Dietrich adds. “Our approach was to blend suspense, mystery and humor. Visually,
it is a mix of strong, cinematic images and a documentary style of shooting.”
A Common Thread is located at 4081
Redwood Avenue, Los Angeles, California 90066. For more information, call
310.823.7300 or visit www.acommonthread.tv

CLIENT: Lunative
TITLE: Tromsø Enlightened
AGENCY:  Grey, Berlin. Oliver Handlos, executive creative director.
PRODUCTION: Wanda. Peter Dietrich, director; Michael Multhoff, director of photography, Mandy Kothe, executive producer.
POST:  Harvest Digital Agriculture. Marko Strihic, editor; Swen Linde, colorist; Axel Schmidt, 2D artist.
MUSIC:  MOKOH Music / Nine O’clock Music. Stephan Moritz, composer/sound designer. 
Harvest Digital Agriculture. Torben Brüggemann, sound designer.
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