How can we get more Norwegians, especially young people, to eat reindeer meat? Reindeer meat has all the qualities that people demand of their food today -it’s local, historical, healthy and the animal welfare is high.

We decided to tell the story behind the meat using an old technique to create a whole new universe. We wanted to explore the history of this mythical and somewhat mysterious creature. The story is told by Lene, a rewarded, Sami actor who stepped away from the spotlight to become an apprentice in the family reindeer husbandry.

The campaign is shot live in-camera. The reindeers were drawn frame-by-frame in 2D by hand, then integrated into the physical sets by a technique called Pepper’s Ghost. This holographic effect was popular in theatres and amusement parks in the 1800s. The unique films run primarily on television with shorter versions on social media.