As a seasoned movie critic with a keen eye for authentic storytelling and a soft spot for documentaries that delve into the human condition, I am eagerly anticipating Jussi Sandhu’s debut feature “But I’m No Influencer.” Having worked alongside some of Finland’s most renowned filmmakers, Sandhu brings a unique perspective to this intriguing project.
2022 saw the debut of the world’s initial higher education program focused on social media, held in Tampere, Finland. This event provided unique opportunities for filmmaker Jussi Sandhu as he prepared for his feature film debut titled “But I’m No Influencer.” Notably, this film is part of a selection featuring upcoming Nordic projects that will be presented this week during Helsinki’s Finnish Film Affair.
On the very first day, Sandhu, a seasoned editor who’s collaborated with filmmakers like Teemu Nikki (“The Blind Man Who Did Not Want to See Titanic”) and Håvard Bustness (“Phantoms of Sierra Madre”), attended the inauguration of what was being called the “influencers academy” at Tampere University of Applied Sciences (TAMK), where the director had once studied.
The upcoming movie provides an insider perspective on the challenges faced by the program as it expands, delves into Finland’s mission to become a top-tier provider of higher education, and investigates the impact of social media on self-perception.
In today’s culture, everything is marketed, including personal identities, education, and even nations. For instance, Finland represents itself in a particular way. As Sandhu explained to EbMaster, “We crave attention, and we all operate under the same principles that social media imposes upon us.
2021 saw an exciting announcement for the English program in Tampere, complete with widespread acclaim. The well-known Finnish influencer, Joalin Loukamaa, proudly represented this new venture, and over two dozen international students eagerly signed up to be part of its inaugural class.
In a matter of weeks, the director turned their attention towards Mark, a prosperous businessman from the Philippines who was both studying and striving to reunite his family in Tampere, Finland. Amidst this new environment, Mark was simultaneously adapting to the cultural nuances unique to Finland. As part of his academic obligations, he began recording and sharing these experiences on social media.
According to Sandhu, those posts turned out to be a remarkably rich source of content that, intentionally or not, hit the mark when it came to the purpose of Tampere’s “influencers academy.” He explained, “[The posts] give us an exclusive view into what Finland represents for [Mark], which is crucial in understanding the brand image.” Moreover, he pointed out that we are also examining how Finland wishes to be perceived overseas.
Before TAMK’s classes even started, Sandhu found receptive partners in the administrators spearheading a pioneering program. They were forthright about the uncharted path before them. “They were just as unsure about what was to come,” Sandhu explained. “They were very open – almost saying, ‘We don’t know yet, but we’ll figure it out together. And you can join us on this journey too,'” he added. “They were open about embarking on something entirely new and thrilling.
Sandhu’s debut documentary, titled “But I’m No Influencer”, is a follow-up to several short films he has directed. His first short film, “27 First Years”, served as his directorial debut and was premiered at Nordisk Panorama in 2019, winning the best short film award at the Helsinki International Film Festival. Another short film he co-directed with Ville Hakonen, titled “Best Possible Life”, also premiered at Nordisk Panorama in 2020.
Sandhu and Hakonen are the founders of the movie production company Wacky Tie Films, located in Tampere. They started this venture together back in 2012. However, it’s Pasi Hakkio who produces “But I’m No Influencer”, having joined the team at Wacky Tie Films in 2018.
Sandhu and Hakkio anticipate having a hectic week at this year’s Finnish Film Affair, an event that coincides with the Helsinki International Film Festival. Sandhu is working on editing Vesa Kuosmanen’s “Fruitcakes – The Dawn of Drag” and collaborating on Nina Forsman and Sakari Suuronen’s “Riding With Death,” both of which are being showcased as upcoming documentary projects. Meanwhile, Hakkio is a co-producer on Guro Saniola Bjerk’s “In Cod We Trust,” a film produced by Benedikte Bredesen for Norway’s f(x) produksjoner AS.
Finnish Film Affair runs from Sept. 25 – 27 in Helsinki.
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2024-09-25 11:47