With a modest budget, the challenge was to communicate the concept over time while capturing the city’s charm. Weekend in Gothenburg became our solution – a delightful long weekend from the visitor’s perspective. We decided the films should be recognizable by their craftsmanship: fast-paced editing, feel-good music, recurring graphics, and a cutting style that gives character. With clear creative guidelines, we could easily and playfully swap themes, locations, seasons, and people.