Produced a TV commercial for Mitsubishi Electric, which marked its 100th anniversary. Based on the copy, “Let’s find the product,” the film expresses the unknown possibilities that emerge when the individuality of each employee is combined. By blending the sense of gravitas unique to Mitsubishi Electric, with its long history, and the vibrant, distinctive sense of anticipation for the future, the work was crafted into a striking piece.

KITCHEN & COMPANY, MIKATA, and WOW collaborated on the Teijin Group’s 100th anniversary project. Looking toward the next 100 years, they declared “FUTURE NAVIGATION” as a global message shared around the world. At the same time, they launched the “THINK HUMAN PROJECT” to explore ways to improve the future quality of life for people through nine experimental projects. WOW was responsible for directing and producing the TV commercial and OOH campaign for the “FUTURE NAVIGATION” declaration. To express a project that reexamines humanity from multiple perspectives, the visuals and story were built around the idea of reducing human beings to an unknown entity. What separates humans from objects? How should humans interact with their environment? What does it mean for human beings to live as human beings? Through a variety of angles and forms of expression, this work confronts these questions, which have no clear answers. By boldly yet delicately transforming sensitive motifs, it aimed to create a uniquely beautiful yet poisonous world.

A 100th anniversary project for the Teijin Group, created through a collaboration between KITCHEN&COMPANY, MIKATA, and WOW. Looking ahead to the next 100 years, “FUTURE NAVIGATION” was declared as a global message shared worldwide. At the same time, the “THINK HUMAN PROJECT” was launched to explore ways to improve people’s quality of life in the future through nine experimental projects. WOW was responsible for directing and producing the TV commercial and OOH campaign for the “FUTURE NAVIGATION” announcement. To express a project that reexamines humanity from multiple perspectives, the visuals and story were built on the idea of reducing human beings to an unknown entity. What separates humans from things? How should humans interact with their environment? What does it mean for humans to live as humans? Through a variety of angles and forms of expression, this work takes on these questions, which have no clear answers. Sensitive motifs are transformed boldly yet delicately, aiming for a unique world that is both beautiful and poisonous. Teijin 100th anniversary website 100.teijin.co.jp/