Industry Muscle Promo Video Wins Award at Voitto

The promotional video for the Industry Muscle exhibition presented in Venice has won first prize in the Music and Sound Design category at the Finnish advertising film competition Voitto.

The best advertising films of 2025 were awarded at the Voitto Gala held at the Old Student House in Helsinki on Friday, 6 March 2026. The jury praised the video in particular for its strong understanding of the dramaturgical power of sound.

The award-winning video served as the international promotional material for the Industry Muscle exhibition, highlighting its key themes through powerful audiovisual storytelling.

The Voitto competition annually honors the best creators and productions in Finnish advertising film.

The Architecture and Design Museum produced the exhibition Industry Muscle: Five Scores for Architecture for the Nordic Pavilion at the 19th International Architecture Exhibition of La Biennale di Venezia. The Biennale was open to the public from 10 May to 23 November 2025.

Created by performance artist Teo Ala-Ruona together with their working group, the exhibition examined the modern built environment from the perspective of the trans body. Combining architecture, performance art, and installation, the project proposed five exercises for the architecture of the future. The exhibition was curated by architect Kaisa Karvinen.

The video was filmed at a concrete factory in Helsinki, where the exhibition installation was built from concrete, steel, and an old sports car. The video also offered a first glimpse of the performance presented in Venice. The performers are Ala-Ruona, Kid Kokko, and Caroline Suinner.

The video was produced by Cocoa and directed by Taito Kawata, whose previous work includes the Netflix series Dance Brothers.