A quiet guy who was born and raised in Rovaniemi, in the northern part of Finland. In the cold winters there was nothing else to do but watch TV and see every movie that was showing at the local theater. As a teenager Pete made lots of short VHS horror movies and music videos for local bands. A couple of years at an art school led to directing commercials and music videos in Helsinki.

Pete's music videos are all written more like short films or scenes from a movie. His work soon made him one of the most wanted names in the Finnish music video industry. He had his first retrospective at a music video festival at the age of 25.

In 2007, Pete embarked on directing a feature film starring Finnish rock band Lordi.

One year later, the film had its premiere and was instantly sold to over 50 countries. U.S. distribution was sold to Ghost House Underground.

Pete's commercials are a combination of different visual looks and interesting stories. For years he has been directing commercials for the top agencies. Music has always been one of the key elements in Pete's work; he likes to use music to underline the strong moods in his films and videos. Clever storytelling and powerful, edgy visuals make his work unique.

A decade in the business and plenty of awards later, he is still the same, quiet man from the north as he was when he started out.

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