TETSUYA MAEHARA

arrows漂流記

TVC / GR

Creative Direction, Planning, Copywriting

堅牢性高く、電池もちもいい、自律神経計測までできてしまう万能スマホ「arrows We2 Plus」のTVCM。
とある孤島に漂流した主人公が、手元に唯一持っていた「arrows」と共に生き抜くストーリー。耐衝撃、防水、防塵、自律神経を計測可能などといった製品特性を交えながら、孤島での出来事を描いている。オダギリジョーさんとカピバラの共演する#3が和みます。

→AdverTimes（アドタイ）

THE ULTIMATE DETOUR - 至高の寄り道 -

FILM / GR

Creative Direction, Planning, Copywriting

Created an aggressively attractive driving ad for Honda CIVIC TYPE R featuring 2021 F1 Drivers’ World Champion, Max Verstappen.

The shooting took place a day before the F1 Hungarian Grand Prix, a considerable time constraint on Max Verstappen’s filming time. Still, We took advantage of this disadvantage and turned it into a brilliant idea. It is “THE ULTIMATE DETOUR”.

ヒトと、FIT。

FILM, TVC

Creative Direction, Planning, Copywriting

FILM

Planning

FORCE “自分を突き動かすもの”

FILM

Creative Direction, Planning, Copywriting

To celebrate the Nike AIR FORCE 1's 35th anniversary, we designed an integrated campaign portraying them as the iconic symbol of self-expression they have become.

We designed an integrated campaign based on the storytelling of “WEARING FORCE IS A STATEMENT,” centered around a special film featuring dancer Koharu Sugawara, that intimately depicts her creative process – expressing herself through dance and overcoming obstacles, while wearing the iconic white-on-whites – portraying the shoes as a symbol of self-expression.

Awards:
AD STARS - SILVER, BRONZE×2, Shortlist×2 (Film Craft)
ADFEST - BRONZE×3 (Film Craft)
SPIKES ASIA - BRONZE, Shortlist×3 (Film Craft)
CANNES LIONS - Shortlist×3 (Film Craft)
CLIO AWARDS - Shortlist (Film Technique)
CICLOPE Asia - Shortlist×3 (Cinematography, Editing, Original Music)
ONE SCREEN SHORT FILM FESTIVAL - Finalist×2 (Emerging Writers, Art direction/Production Design)
THE WEBBY AWARDS - Honoree

FORCE “自分を突き動かすもの”

GRAPHIC / OOH / DIGITAL CONTENT

Creative Direction, Copywriting

To celebrate the all-white AIR FORCE 1’s 35th anniversary, we created a brand campaign portraying the iconic shoe as not just a fashion item, but a canvas for self-expression.

Our campaign graphics tailored specially for Japan featured word-renowned dancer Koharu Sugawara, passionately expressing her individuality by dancing in her AIR FORCE 1s.
We hijacked various locations in pop-culture hotspot Harajuku.

自分を突き動かすもの (WHAT DRIVES ME FORWARD)

TAG LINE

Creative Direction, Copywriting

Developed a Japanese brand tag line for shoes Air Force 1 that has influenced many cultures not only as basketball shoes but also as fashion items. With the concept of "WEARING FORCE IS A STATEMENT": translating "FORCE" as a driving force to move myself, developed the tagline "WHAT DRIVES ME FORWARD."

TVC / GR / DIGITAL

Planning

やさしい確定申告はfreee / 確定申告終わってもfreee

Creative Direction, Planning

TVCM / DIGITAL / PR

Planning, Copywriting

TVC / GR / DIGITAL

Planning

Newspaper

Creative Direction / Planning

マイクロソフトとソフトバンク。
ソフトでつながる二社連動新聞広告。
両社の連携しているツール・サービスを訴求する
30段見開き広告でありながら、
15段単体でもそれぞれのツール・サービスの広告として機能する構造。

FILM / TVCM / RadioCM / DIGITAL / PR

Planning, Copywriting

Panasonic and Kao Attack have teamed up to launch a joint brand-purpose project, "#センタク" project, with the aim of encouraging people to enjoy and take pleasure in laundry as a part of their daily chores. The project was launched on October 19, 2021 [Enjoy Laundry Day].

The commercial features a new song written by the popular rock band [Alexandros], and Yohei Kawakami, who wrote the lyrics and music, also appears in the commercial.

FILM / EVENT

Concept, Planning

Announced the "China Electrification Strategy," in which all new vehicles to be launched in China after 2030 will be electric vehicles with motors, such as electric vehicles (EVs).

He was in charge of the concept design and creative strategy for the launch film for the world premiere of two electric vehicle (EV) models scheduled for production in 2022 and three concept models.

TVCM / RadioCM / DIGITAL

Planning, Copywriting

TVC / GR / DIGITAL / PR

Planning

The 2021 AW brand communication for the women's watch brand xC, a film that positively encourages women to believe that "new time" can always begin, just as the hands of a clock can only move forward amidst the onslaught of Covid-19.

In this film, Keiko Kitagawa, who is somewhat melancholy at the start of the day, begins to feel better by wearing a new watch that gives her a sense of joy as time moves forward, expressing that "new time can always begin. She expresses that "new time can always begin. This is the brand message of Citizen xC, which supports women's "new time" at any time.

Animation was used in the production to depict Ms. Kitagawa enjoying a "momentary trip through time". The animation depicts the sun peeking out from the cloud-covered sky and the stars and moon appearing, expressing the hope that people will enjoy moving forward in time and have the courage to move into the future.

Honda - NEW CIVIC Communication

FILM / GRAPHIC / DIGITAL CONTENT

Planning, Interactive Direction

Launch communication for the 11th generation CIVIC.
It expresses the exhilarating driving experience when people and cars are synchronized.

TVC / GR / DIGITAL / PR

Planning, Interactive Direction

The 2021 S/S brand communication for the women's watch brand xC, a film that positively encourages women to believe that "new time" can always begin, just as the hands of a clock can only move forward amidst the onslaught of Covid-19.

In addition, communication to celebrate the 25th anniversary of the brand was developed through various media.

TVC / GR / DIGITAL / PR

Planning

The 2020 A/W brand communication for the women's watch brand xC, a film that positively encourages women to believe that "new time" can always begin, just as the hands of a clock can only move forward amidst the onslaught of Covid-19.

The TVC is a compilation of the films that actress Keiko Kitagawa has appeared in over the past eight years, with new shots added. The film was released at the time of her first childbirth, symbolizing the beginning of a "new time" in her life.

FILM / Web

Creative Direction, Planning

ソフトバンク法人事業が目指す5G・AI・IoT活用が進んだ未来の姿を可視化したブランディングコンテンツ。世の中のあらゆる不便な出来事がテクノロジーによって解消され、誰もが快適で豊かな暮らしをおくることができる未来の社会（＝すごい明日）を表現。ユーザーの選択でドラマのストーリーが分岐するという仕掛けやゲームのようにチャプター毎に行き来できる機能も搭載したインタラクティブムービー。

→「すごい明日体感ドラマ」
→ AdverTimes（アドタイ）

BRANDING / FILM / Web / Graphic / Goods

Creative Direction, Planning

ソフトバンク法人事業のブランディング。
5G・AI・IoT活用が進んだ未来の姿を伝え、あらゆるパートナーとともにその未来の実現を目指すプロジェクト「すごい明日を、みんなのものに。」をスタート。

→ AdverTimes（アドタイ）
→ BRANDING CONTENT「すごい明日体感ドラマ」
→ PROJECT SITE

MUSIC VIDEO / ONLINE VIDEO

Planning

Collaboration project of Panasonic and CHAI. "GREAT JOB" is a song that was born as a "housekeeping music" in collaboration with Panasonic and CHAI supporting "household share".

CHAI advocates "to change negative to positive". In particular, there is a reputation for the lyrics that affirm the girl's complex and sing it positively.

In "GREAT JOB" created by CHAI and Panasonic collaborated, we sang up troublesome and negative "housework" as a fun activity.
In music video, Chai goes beyond the spacetime and visits various families from past to the present together with Panasonic home appliances, and supports housework together. Reproduce household scenes by era, Panasonic retro home appliances and latest home electric appliances appeared. It became an MV that embodies the concept of "household share" that depicts not only women but also household affairs of children and men.

*CHAI is girls band gaining popularity not only in Japan but also in the world.

MUSIC VIDEO / ONLINE MOVIE

Planning

The 4th part of "AWA DANCE" collaboration between Perfume and Panasonic.

Focusing on the function of "hot water foam cleaning" that was first installed in vertical type washing machine, produced as "vertical type movie" which can be easily enjoyed with smartphone.

Based on the past AWA DANCE, we updated a lot of updates such as new choreography introducing movement that symbolizes "vertical type" of washing machine and "hot water", costume expressing the warmth of hot water foam washing.

TVC / DIGITAL / PR

Creative Direction, Planning, Copywriting

Brand promotion of "LINE MUSIC", the second largest subscription-based music streaming service in Japan.
I'd designed integrated promotion with the storytelling consistent with "Brand Tag line development  - TVC - SNS activation - Digital AD - PR".

TVC / DIGITAL / PR

Creative Direction, Planning, Copywriting

Brand promotion of "LINE MUSIC", the second largest subscription-based music streaming service in Japan.

I'd designed integrated promotion with the storytelling consistent with "Brand Tag line development  - TVC - SNS activation - Digital AD - PR".

APP

Planning

A smartphone app that anyone can dance AWA DANCE which Perfume and Panasonic collaborated on the theme of "bubbles".
When you take pictures of the front and back of a person with a camera, it automatically becomes a 3D avatar. You can dance AWA DANCE just like Perfume members.

MUSIC VIDEO / ONLINE MOVIE / VR

Planning

Perfume performs the "Everyday"AWA DANCE edit! A Panasonic washing machine is featured in this-"ActiveFoam System"-themed video, returning as a 360 ° VR video.

In this video, members of Perfume surround the audience and sing and dance the "AWA DANCE". 

Awards:
Japan YouTube Ads Leaderboard: H2 2017

PRINT

Creative Direction, Art Direction, Copywriting

Official print ad in 2017 of Asia's largest creative festival Spikes Asia. Published in CampaignAsia magazine.

MUSIC VIDEO / ONLINE MOVIE

Planning

We created a Perfume x Panasonic collaboration featuring Perfume’s new song "Everyday" (AWA DANCE edit), written for Panasonic’s  special "bubble" wash laundry machine. 

As part of the campaign, we launched the worldwide prerelease for Perfume’s new music video - a short version of ”Everyday” (AWA Dance Edit). We showed that washing every day with Panasonic’s new washing machine, featuring the Active Foam System, makes laundry time a happy time! 

*Electro-pop trio "Perfume" is one of the most influential girl groups in Japan, beloved for their futuristic concept and creative performances.

Awards:
APAC YouTube Ads Leaderboard

MUSIC VIDEO / ONLINE MOVIE

Planning

AWA DANCE 2nd series. Famous footballer Gamba Osaka's Endo players dance like 'Perfume' perfectly.

By shooting 3D data of all performers and matching them with motion capture data of AWA DANCE realize a perfect dance with Perfume.

In addition, it raised the topicization by giving a mechanism to reveal that dance choreographer expressed "function of foam washing / washing machine".

MUSIC VIDEO

Creative Direction, Planning, Copywriting, Lyrics

In order to appeal the superiority of the search function that "You can find photos immediately by using Google Photos", I created a "music video" that explains how to use Google Photos on music. Performance are inevitable rock bands of break, Polka dot Stingray.

INSTALLATION

Interactive Direction/Planning

Art exhibition using Android which was carried out at the art fair "ART PHOTO TOKYO - edition zero" of photographs and images held at Kayabacho Community Building.

An installation that expresses "How will we keep an important moment in the present age when it became possible to take a large amount of photographs easily?"

I visualized the contrast of the smart search function called Google Photos where you can quickly find photos you want to see with analog space with huge pictures.

TVC / Online Movie

Planning

Campaign linked with the appearance of the Android smartphone 2016 winter model.

In the era of taking pictures with smartphones, it is based on the user insight that "I want to take a lot of shots and I can not find photos that I want to show."

Utilizing pre-installed Google Photos on Android smartphones symbolically portrayed Android's advantage of "you can quickly find the pictures that you want."

ONLINE MOVIE

Creative Direction, Planning, Copywriting

Movie shoot animation feature appeal video of Google Photos loaded with Android standard. A story that Android characters will travel based on popular YouTuber, idols, artists, and various influencers. All taken with Android smartphone. Produced using the animation function of Google Photos.

ポカリスエット “#ポカ写” キャンペーン

WEB / SNS / OOH / MAGAZINE / EVENT

Planning[Digital], Copywriting[Digital], Interactive Direction

With the nationally famous sports drink "POCARISWEAT," we created a campaign specifically aimed at teenagers.
Using the tagline “Unleash your hidden powers," users were encouraged to post photos of themselves using their hidden powers brought forth by drinking POCARISWEAT, using the hashtag #POCASHA on social media. 

By collaborating with models and magazines popular among middle and high schoolers, we created a campaign that went hand in hand with their practice of visual communication. Additionally, we used the user-submitted photos to create promotional graphics and OOH advertisements. 

As a finale to the campaign, we compiled the users' photos into a special exhibition held at the Japanese teenagers' Mecca, LAFORET HARAJUKU.

LOVE DISH #愛してるをカタチにしよう

ONLINE MOVIE / WEB / PR

Planning

Online movie "LOVE DRESS" with washing machine as a theme and "LOVE DISH" on the theme of a refrigerator, two work interlocking work.
A documentary filmed under the theme of "Express the appreciation of gratitude for ordinary days".
In "LOVE DRESS", a daughter who becomes a bride creates a dress in the world to show gratitude to his father and will show off on the day of wedding.
In "LOVE DISH", on the contrary, the bride's father celebrates the daughter 's marriage with a hand - made lunch box that he challenged for the first time.

Award:
FUJI SANKEI GROUP ADVERTISING AWARD - GRAND PRIX

LOVE DRESS #愛してるをカタチにしよう

ONLINE MOVIE / WEB / PR

Planning

Online movie "LOVE DRESS" with washing machine as a theme and "LOVE DISH" on the theme of a refrigerator, two work interlocking work.
A documentary filmed under the theme of "Express the appreciation of gratitude for ordinary days".
In "LOVE DRESS", a daughter who becomes a bride creates a dress in the world to show gratitude to his father and will show off on the day of wedding.
In "LOVE DISH", on the contrary, the bride's father celebrates the daughter 's marriage with a hand - made lunch box that he challenged for the first time.

Award:
FUJI SANKEI GROUP ADVERTISING AWARD - GRAND PRIX

ONLINE MOVIE

Creative Direction, Planning, Copywriting

We appointed Japan's top level YouTuber's "Fischer's" and challenged with a youth-based stop motion animation on Google Photos. The movie gained popularity online and spread widely even on SNS. Together with "How to Movie" produced at the same time, cumulative total of about 20 million playbacks were recorded.

Actually, we created stop motion animation with photos taken with Android smartphones.

TVC / ONLINE MOVIE

Planning

Android 2016 Q1 campaign. Collaboration with popular YouTuber "Kumamiki". A story that makes her "what I want to do" realize by making use of various functions of Android and Google service.

TVC / ONLINE MOVIE

Planning

Android 2016 Q1 campaign.
Expressed Android OS + Google service that will support what I want to do. Hearing of performers' want to do ". A story that will fulfill what performers' want to do with the various features of Android + Google services. Through the story, it helped to appeal to Android and Google's services.

“Your body, your beauty”
“100人の胸。100の美しさ。”

DIGITAL CAMPAIGN / MOVIE / PR

Planning, Interactive Direction

UNIQLO BRATOP 2016 S/S Global Digital Campaign.
Based on the findings that many women have complexes in their breasts, we created film, interactive contents and SNS activation to support all women based on the concept "everyone is different, everyone is beautiful".
100 women expressed attachment to their breasts by illustrations and words, and gathered great interest.

LOVE THERMO #愛してるで温めよう(#WarmUpWithLove)

TVC / ONLINE MOVIE / WEB / PR

Planning, Interactive Direction

"Can people warm each other's bodies through the power of love?" Through this experiment, we proved that when a person hears the words "I love you," their body temperature rises by about 0.8°C. Using a thermographic camera, we provided visual proof of this phenomenon.

With this documentary, we created an emotional way /  to express the product philosophy of "Warming not just bodies, but also hearts."

The video was released on the Coldest Day of the Japanese calendar, January 21, 2016. Such a cold day was perfect for expressing love, as families and couples most yearned for bodily warmth. Asia's most popular YouTubers, celebrities and athletes recommended people to watch this video.

The video was viewed 1.8 million times in the first week since its release; it has been played 8 million times in the month since its release including those posted on SNS.

Awards:
FUJI SANKEI GROUP ADVERTISING AWARD - GRAND PRIX
PR AWARD GRAND PRIX - GOLD
PRWeek AWARDS ASIA - GOLD, SILVER, BRONZE
SABRE AWARDS ASIA-PACIFIC - GOLD
In2 SABRE AWARD - WINNER×2
GOLDEN WORLD AWARDS - NOMINEE

DIGITAL INSTALLATION / EVENT / ONLINE MOVIE

Planning, Interactive Direction

During the holiday season, we created a digital installation art inspired by Android OS's brand theme: "Be together, not the same." We set up 600 Android devices on 12 tree installations art. Each device depicted a different person, as they all performed a song in time to the same rhythm, expressing the idea of "Be together, not the same."

Users could also interact with the installation art to become a part of the performance. We turned Android OS's message of connecting people with each other into an enjoyable physical experience.

WEB

Planning, Produce, Interactive Direction

Brand content of Panasonic's new appliance concept "Fudan Premium". Based on the idea that "There is a treasure in nothing special but normal," we created an interactive movie that can actually experience a "fudan premium" living. While browsing the movie that cut out the life scene, when you select items such as furniture and appliances, you can browse the detailed information and prepare interaction that touches home electronics products through intuitive operation such as drag / swipe. It dramatically improved the customer's visit to the product site.

ONLINE MOVIE / ANIMATION

Planning, Copywriting

An animation movie aiming to appeal to various functions of Android OS and various services of Google. Using the Android character Droid (Androidify), expressed usage scenes with a humorous setting. Recorded more than 20 million plays total. In addition to urging Android to understand, it also served as seasonal entertainment content and contributed to Android's branding.

アンドロイド合唱団

DIGITAL INSTALLATION ART / EVENT / ONLINE MOVIE

Planning, Interactive Direction

Android is an operating system adapted to multiple devices to enhance collaboration between any kind of users. To convey the brand promise of "Be Together. Not the Same." in a new way, we created the world’s first and largest chorus performance by mobile devices called "Android Chorus".

300 unique Android characters were created on 300 smartphones and tablets to show "Diversity", and each Android character sings its own part and compiles into one single chorus to perform "Connectedness".

Anyone can be part of the Chorus by adding their own Android character into the Chorus or by conducting the Chorus at the actual event. The chorus gave people a "Be together. Not the Same." experience and received many applause from all around the world.

AWARDS:
ADFEST (Branded Content & Entertainment) - GOLD
SPIKES ASIA (Branded Content & Entertainment) - BRONZE
CANNES LIONS (Design) - SHORTLIST
LONDON INTERNATIONAL AWARDS (The New) - FINALIST
THE WEBBY AWARDS - Nominee
CODE AWARD - FINALIST

WEB / ONLINE MOVIE / PR

Creative Direction, Produce

au, Japan's second largest cell phone communication brand, created April Fool's content in 2014. In collaboration with DeAGOSTINI, we announced the launch news "Weekly make a smartphone" that assembles the smartphone over 10 years.

Also crafted product mock, it was featured in numerous media such as Web news, sports newspaper, television program.

APP / WEB / TVC

Produce[Digital], Project Management[Digital]

4th brand promotion of au "Re-defining surprises as common sense."
We regarded smartphones and tablets as "tools for expressing the world envisioned by each person" and developed an application as a greeting tool with the theme of "drawing".
Drawing pictures on photographed photos and movies, with a function to send messages with family members, friends and lovers attached.
In addition to touching the picture, you can also implement a drawing algorithm using a smartphone gyro sensor, swing like a pen light and draw a line with its trajectory.

APP / WEB / OOH / TVC

Produce[Digital], Project Management[Digital]

3rd brand promotion of au "Re-defining surprises as common sense."
Campaign deployed with multi device / multi screen. TVC, poster, OOH, Web site and smartphone app are linked.
When you shoot advertisements with the app, the contents are launched. A story to clear the puzzle game and rescue men and women trapped in the screen.

There is also a mechanism to change lines depending on where you shoot advertisements. With the cooperation of KDDI R&D Laboratories, we also equipped the latest image search technology and AR function expressing the depth.

APP / WEB / EVENT / TVC

Produce[Digital], Project Management[Digital]

2nd brand promotion of au "Re-defining surprises as common sense."
Held an event featuring a smartphone app they had developed in conjunction with a live artist’s musical performance at Ryogoku Kokugikan, the holy ground of Japanese Sumo wrestling. Each audience member’s phone, installed with the app, was assigned to play different instrument parts, which, in synch, recreated the musical composition. The current TVC is a documentary TVC of that event. The CG’s and VFX’s were all part of the event. The event, the TVC, and the app in of themselves all became a social phenomenon.

APP / WEB / EVENT / TVC

Produce[Digital], Project Management[Digital]

1st brand promotion of au "Re-defining surprises as common sense."
au, Japan’s second largest cell phone communication brand, convened a gigantic event in the middle of Tokyo in which their customers could freely control the town, live music, and projection mapping by use of their smart phone as a remote control. This  TVC is a documentary TVC created with footage clips from the event. There are no CG’s and no VFX's used. The event itself, the commercial, and the app have all become a social phenomenon.

APP

Creative Direction, Planning, Produce

A smartphone app that enables character part to be arranged and enjoyed on what was shot with smartphone.

Shoot the parts you want to face with the camera, arrange the characters according to the picture, and press "Start chatting", a voice is emitted from the character.

In addition, the character prepares a function to perform a monster (parrot) with various voices according to the voice of the user.

BRANDING / TV PROGRAM / PRINT / SPACE DESIGN

Concept, Consulting

Rebranding of in-flight entertainment for international and domestic flights for ANA's new product and service brand "Inspiration of Japan".

We promoted the branding of every entertainment area that passengers touched in the airplane: from in-flight programming, in-flight magazine design, original channel development, original program planning to in-flight sales consulting.

DIGITAL SIGNAGE / SERVICE DEVELOPMENT

Creative Direction, Produce, Planning

Development of multi-display digital signage installed at Tokyo station.
In addition to realizing the creation and distribution of signage original news content, we also created a motion graphic that seamlessly transitions from article content to promotional video of SHARP product. News created special organization within newspaper company.

Planning / Produce / Project Management