Always something new in mind.
In 2020, the Japan Cultural Expo was about to happen nationwide all year long. The country planned a grand festival of multi-dimensional exhibitions of arts and culture, welcoming everyone to discover and experience the real Japan. Then the world shut down due to the pandemic. Amidst the inevitable outbreak, the onsite cultural expositions had to cancel or postpone. They pivoted quickly, and many of the planned exhibits appeared online.
Before all that happened, Dentsu Inc. approached us to create an English copy that would capture the whole essence of Japan’s philosophies and its intimate connection with nature. The requirements began with a much larger scope, but we continued to deliver copy for its universal poster and concept theme movie, with long and short versions. We presented various routes to express how nature shaped their perception of everything and their principles etched in their arts and culture.
The project was a result of winning the pitches twice. We manifested the core and spirit of the message and contributed to adding joy through copywriting in challenging times.