Sapporo Beer North America Commercial
When the Japan-based creative production company Local 81 needed to cast two street artists for an upcoming Sapporo Beer commercial being shot in Japan, their first call was to TokyoDex.
Under the theme “Convergence of Cultures,” East meets West in this commercial film conceived and directed by internationally renowned director Goh Iromoto for the North American market. As part of the casting team, our mission was to find the artists that could best capture both the artistry of Japan and the edgy energy of North America. After a painstaking curation process conducted together with both director and client, we landed on the Osaka-based artist unit Whole9 to represent the East, while Chicago-born artist Doc ushered in the West.
WHOLE9’s mesmerizing piece draws from both traditional and contemporary Japanese culture, featuring both kimono and a shochikubai (plum, bamboo and pine) combination pattern, with modern touches added through neon-light-inspired accents.
Doc took inspiration from cartoons he watched as a child, accentuated by an abstract explosion of various characters and motifs. Musical elements are also mixed into the fray, paying homage to the DJs that are also featured in the clip.
It was our distinct pleasure to work on this exciting project with such an esteemed cast and crew! Be sure to check out the directors cut here: https://vimeo.com/560613218