Corporate Branding Videos in Japan

crafting compelling branding videos that connect and resonate

We create branding videos that connect with audiences, personally, authentically. Household names such as Microsoft, HP, EY and Sony (and names known in far fewer households) have trusted us to find the story that connects with the target audience, in both Japanese and English, on an emotional level.

A 30 second ad commercial we made for the Japanese restaurant group Nadaman, broadcast on CNNj. The brief was to show the history of the restaurant but show its contemporary relevance, along with the four seasons.
We managed to track down archival footage from the Ronald Reagan Presidential Library of world leaders meeting for dinner at Nadaman. The famed Japanese novelist Natsume Soseki mentioned the restaurant in one of his books so we alluded to this as well

our video production process
for successful branding films in Japan

Preproduction - prep

The Message.
‍First up, we talk with your marketing team or the production agency to make sure we fully understand the message and the outcomes that the video needs to have to ensure alignment with your web, print and other marketing materials. We discuss where the video is to be used (website? SNS feed? trade shows? or all?) so we can get a feel for the style and length that the video should be.

The Script.
While we are comfortable working with a more free-flowing documentary style, a storyboard of the scenes needed and how they contribute to the message of the video means that there are no unnecessary surprises in the edit stage.

The Budget.
This is generally determined by the number of production days required and the number and type (YouTube horizontals?, SNS verticals?) of videos to output. Other factors to consider will be the amount of preproduction required, location rental, whether a specific grade of camera and lenses is required and whether profession talent is needed, among other things. If there is a budget that can’t be exceeded then let us know and we can work within that.

Talent.
We are able to source both locations and talent, either Japanese or international, in Tokyo and throughout Japan, or we can work with supplied locations or talent. As well as being able to source actors to play a part, we specialize in working with non-actors, either talent in your organisation or influencers, to craft authentic content that builds a connection with the audience.

Location.
‍We are are experienced in finding white-box studios, house studios and outdoor locations and building out with a set or adjusting the interiors to fit the narrative. We can also make locations in your office or surrounding area work for the branding video you have in mind.

Production - shooting

On the Day.
We can adjust the size of our production team to accommodate not only different budgets, but are also able to keep crew sizes to a minimum in order to allow the non-professional talent to relax and tell us about themselves. More crew doesn’t necessarily mean better.

Interviews.
Make an interview like a conversation, with genuine curiosity, and you get genuine answers that connect with the audience. Everyone has a story - we know how to share that story.

Direction.
With the overall message of the video in mind, direction is the multitude of decisions taken to bring that to life. Things change, better angles present themselves on the day, so a certain amount of flexibility in direction is essential, but the work done in preproduction means that direction on the day of the shoot should be relatively straight forward, with the whole crew working together.

Remotely.
We can link an overseas-based director to the set by remote link if required, enabling the director to either observe or even to ask the interviewee questions

Postproduction - edit and delivery

The Edit.
With native Japanese and native English editors in house we are able to cut to a narrative decided script/story board in either language, or we are can suggest a flow that makes the most of the footage shot. We can deliver a video for YouTube with SNS cutdowns, or just go straight for social content in either vertical or horizontal formats.

Review Rounds.
With the preproduction stage done properly, we should be able to get things close to finalized with 2 main rounds of edits, with minor adjustments only required after that.

One of four branding videos we produced for HP showcasing a variety of Asian-based influencers. By showing the vision that drives each influencer, coupled with how each uses HP products to communicate that vision, HP was able to connect to their target audience.

Corporate branding video we filmed and edited for the Japanese company White Express Cleaning. The comments were scripted, but based on pre-interviews with the woman, based on her actual experiences and thoughts on using the cleaning service as a homemaker.

Branding video for a brewery/distillery Unusually, the same place brews/distills both sake and whisky so we used a split screen effect in some places to visually show this. A couple meets at bar and connects over a shared love of whisky so they decided to tour the distillery and brewery the next day.

Branding video for a handmade knife company. By finding out why the blade smiths continually strive for a better knife, what drives them to keep forging, we were able to deliver a video that presented a value in the knives that went beyond just their cutting ability or ascetics.