Searching for Seafood Superstars.
Finding Human Stories That Shine.

HIMA Recruitment Campaign
This recruitment campaign was developed to show the human meaning behind HIMA’s mission, using storytelling to attract people who seek purpose in their work. HIMA is building the world’s largest fully circular, regenerative trout facility, and the campaign needed to communicate the scale of this ambition in a way that felt personal, grounded, and real. Our task was to create one overarching brand film supported by five individual portraits—each highlighting a different employee’s journey while collectively expressing HIMA’s culture, values, and long-term vision.

Goal
The goal was to present HIMA not only as a workplace, but as a place where people rediscover meaning, direction, and a sense of belonging. The films needed to strengthen the company’s positioning by aligning individual purpose with HIMA’s regenerative mission—showing that the work here matters both to the people doing it and to the world they are helping to feed. By highlighting real employees with distinct backgrounds, the campaign brings authenticity and human warmth to a sector that is often communicated solely through technology.

Creative Idea
Two key visual devices guided the overall creative approach:

From Fog to Clarity
Fog becomes a metaphor for uncertainty, transition, or search. As the stories progress, the fog gradually lifts—mirroring the employees’ journeys toward clarity, purpose, and renewed direction. By the end of the main film, the fog has disappeared, symbolising what it feels like to find your place at HIMA.

Among the Stars
Clusters of lights, star-like reflections, and subtle visual cues act as symbols for guidance, aspiration, and the individual’s place in something larger. This device appears conceptually throughout the campaign, reinforcing the idea that HIMA is searching for “seafood superstars”—people whose skill and character light the way forward.

Both devices elevate the recruitment genre, transforming it from standard job advertising into a more thoughtful expression of identity and belonging.

Approach
The main brand film introduces HIMA as a destination defined by its landscape, its ambition, and the people who shape its mission. It anchors the narrative in Rjukan—its mountains, deep waters, and long winters—while framing HIMA as a place where the right individuals can thrive. Rather than focusing on one person, the film represents the collective: a team defined by endurance, clarity, and shared responsibility.

The individual portraits build on this foundation, each exploring a personal story that reflects a core aspect of HIMA’s identity:

Nathalie – Animal Welfare / A Life With Purpose
From horse racing to aquaculture, her path shows how responsibility, patience, and care translate into meaningful work at HIMA.

Bjørn – Renewal / A Second Chance
After a long illness, joining HIMA becomes a moment of renewal—mirroring the company’s regenerative approach to farming.

Cato – Returning Home / Full Circle
His journey from offshore life to Rjukan and back to a sense of purpose at HIMA conveys the idea of coming full circle.

Johan – Endurance & Ambition / Leap of Faith
A 28-year-old biological manager whose path parallels cross-country skiing—defined by movement, drive, and precision.

Camilla – Water & Balance / A New Ecosystem
Her portrait connects the science of water purification with the essence of life, balance, and long-term sustainability.

Each film uses a mixture of environmental portraiture, real work situations, and scenes from the employees’ personal lives. This approach gives viewers a clear sense of who works at HIMA, what drives them, and how their values align with the company’s mission.

Execution
Filming took place over multiple days in Rjukan and at the HIMA facility. Each portrait was treated as its own short documentary, grounded in the reality of the work while shaped by a visual language that connects human purpose with environmental responsibility.

Real employees, real lives:
Every film features the actual team members, filmed in their homes, outdoors in Rjukan’s landscape, and in their daily work environments. This adds emotional authenticity and strengthens the sense of community and character.

Visual metaphors woven naturally:
Fog, clarity, water, stars, and circular movement are used sparingly and meaningfully, never overwhelming the real story, but reinforcing its core themes.

Balance of personal and professional:
The films reveal not only what the employees do, but who they are: parents, skiers, caretakers, tinkerers, people who have lived through change and found direction again.

Cinematic yet grounded:
Controlled lighting, slow camera movements, natural soundscapes, and the dramatic Rjukan surroundings give the films weight and cohesion while keeping them anchored in reality.

Brand alignment:
Every narrative reinforces HIMA’s core promise: sustainable, circular, high-quality food production shaped by people who care deeply about the planet and their role in improving it.

Outcome
Together, the main film and five portraits create a recruitment campaign that stands apart in the seafood and aquaculture sector. Rather than showcasing facilities or technology alone, the campaign puts people at the centre—illustrating how individual stories, backgrounds, and strengths all contribute to a shared mission. The films elevate HIMA’s positioning by showing that the company is powered by purpose-driven individuals, regenerative thinking, and a deep respect for life—both human and aquatic.

Ultimately, the campaign invites new candidates to see themselves not just in a role, but in a story—one defined by renewal, clarity, responsibility, and the possibility of becoming part of something that truly matters.