Xposure Factory and Kai Joronen — A Decade of Collaboration with MS Marketing

When photographer Kai Joronen, founder of Xposure Factory, first met MS Marketing owner Maria Smura, the mutual respect was clear — but the actual collaboration came later. Today, Joronen works closely with MS Marketing and Nordic Event Management, producing visual content that is both carefully planned and creatively flexible. The partnership has lasted over a decade and remains as strong as ever.

"We met years ago and always got along well. Eventually we realized we could bring real value to each other's work," Joronen recalls. Trust has been the cornerstone of the collaboration from the beginning. Projects are carefully planned but leave room for artistry and improvisation — a rare combination in professional production.

Over the past decade, the photography industry has undergone significant changes. Digitalization, the rise of social media, and the growth of content marketing have changed how visual content is produced and consumed. Joronen sees a faster pace and greater need for a clear vision: "Today clients often don't have a clear idea of what they want. Having someone like Maria, who plans and organizes everything, is a huge advantage."

In building visual identity, especially in restaurant, lifestyle, and event marketing, Joronen emphasizes authenticity as the foundation: "It has to look and feel like the client — there's no compromising on that."

Together with MS Marketing and Nordic Event Management, Xposure Factory continues to create visual narratives that capture more than just images — they capture the story behind the brand.

Kai Joronen — Xposure Factory www.xposurefactory.fi