Ehedus tähendab julgust olla just selline, nagu sa oled. Me ei ilusta asju ja keskendume sellele, mis on meile ainuomane. Kasutame vaid materjali, mis on Eestis pildistatud ja filmitud või millel on kujutatud Eesti inimesi, kunstiteoseid, tooteid jne.

Hindame pigem loomulikkust ja argisust kui ersatsi. Eelista pilte, mis annavad vahetuna mõjuva ettekujutuse Eestist, olgu pildil arhitektuur, söögikultuur, kohalik disain, kultuuritegijad või rändrahnud ning rabad.

We come across as relevant, unique and authentic.

Sparsity means openness. It displays our pure nature and low population density, but also that there is lots of room to discover.

Prefer spatial compositions with a clear fore- and background, which is emphasized by the objects and actions in the frame or by the depth of field. Nature shots should display fog and/or clouds if possible.

Tekitame uudishimu ja kutsume inimesi avastama.

Mitmekesisus väljendab meie nelja lopsaka aastaaja eripalgelisust ja meie rikkalikku ajalugu. See avab meie kultuuri eri kihte: Eesti kui erinevate mõjude ristumispunkt (ida ja lääs, põhjamaisus ja maalähedus, jne) ning kasutab ära kontraste (suur/väike; meri/maa; jne).

Näita kontraste: loodus/tehnoloogia, lumi/muld, vesi/maa, Ida-Euroopa/põhjamaine, traditsiooniline/kaasaegne, digitaalne/loomulik, tüüpiline/ebatavaline, rändrahnud/udu

Visual frictions, which are dynamic, memorable and representative of our environment.

Lighting

If possible, always use natural lighting while filming or taking photos. If not, use artificial lighting unobtrusively. Plan the sessions into early mornings and late evenings, into the golden hour, for the sun to be low on the horizon and the light more beautiful. If the weather is against your plans to get foggy/cloudy pictures, get sun flare into the frame.

Colours

Avoid frames that are too colourful. Prefer desaturated colours and natural tones. Keep skin tones natural. Using a single tonality for photos and videos is off brand, as diversity needs to be showcased in every aspect, including the colours.

Post-production

Do not use strong filters. If a filter helps the picture in terms of content, use it in a way that is not too dominant. Clear contrast means a clearer picture.

Composition

Always zoom out. Leave room for text on the sides and take into account that the images will have to have a lot of cropping space for use in various formats. Take both landscape and portrait format shots of the scene and do not forget about the details, which are essential for storytelling. Be experimental with edgy concepts.