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A new era in education: Finland’s pioneering social media program
In 2022, Finland made headlines by launching the world’s first higher-education program dedicated to social media at Tampere University of Applied Sciences (TAMK). This groundbreaking initiative is the focus of Finnish director Jussi Sandhu’s debut feature, “But I’m No Influencer”, which is currently in development and was showcased at the Helsinki Finnish Film Affair.
Behind the scenes of the influencers academy
Jussi Sandhu, a seasoned editor with a rich background working alongside notable filmmakers, was present from the very beginning of this innovative program. His film delves into the challenges and triumphs of the “influencers academy,” offering a unique perspective on Finland’s ambition to become a leading exporter of higher education. The documentary also explores the profound impact of social media on personal and national identity.
“Everything has to be sold in today’s society. People have to make brands about themselves, and education, too, has to brand itself. Nations, like Finland, must also create their own brands,” Sandhu remarked. “We need attention, and we all operate under the same rules that social media has established.”
The journey of a Filipino immigrant
One of the central figures in Sandhu’s documentary is Mark, a Filipino immigrant and successful businessman who enrolled in the program while attempting to bring his family to Finland. Mark’s journey of adapting to Finnish culture and documenting his experiences on social media became a rich source of content for the film.
“Mark’s posts offer a unique perspective on what Finland represents to him,” Sandhu explained. “At the same time, we’re examining how Finland wants to be perceived internationally.”
The collaborative spirit of TAMK
From the outset, Sandhu found enthusiastic collaborators among TAMK’s administrators, who were candid about the uncertainties and potential of the new program.
“They were open about not knowing exactly what to expect but were eager to discover it together,” Sandhu said. ”They acknowledged that they were on the brink of something truly new and exciting.”
Sandhu’s filmmaking journey
“But I’m No Influencer” marks Sandhu’s first foray into feature-length documentaries. His previous works include the short film “27 First Years”, which premiered at Nordisk Panorama and won Best Short Film at the Helsinki International Film Festival in 2019, and “Best Possible Life”, co-directed with Ville Hakonen, which competed at Nordisk Panorama in 2020.
Sandhu and Hakonen co-founded Wacky Tie Films in 2012, and the company has since become a notable player in the Finnish film industry. “But I’m No Influencer” is produced by Pasi Hakkio, who joined Wacky Tie Films in 2018.
A busy week at the Finnish Film Affair
During this year’s Finnish Film Affair, Sandhu and Hakkio have a packed schedule. Sandhu is currently editing two other documentary projects: “Fruitcakes – The Dawn of Drag” by Vesa Kuosmanen and “Riding With Death” by Nina Forsman and Sakari Suuronen. Both projects are being presented at the showcase. Meanwhile, Hakkio is a minority co-producer on “In Cod We Trust”, directed by Guro Saniola Bjerk and produced by Benedikte Bredesen for Norway’s f(x) produksjoner AS.
The Finnish Film Affair runs from September 25 to 27 in Helsinki, providing a platform for upcoming Nordic projects and fostering collaboration within the industry.
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