The Kewpie commercial wasn’t your typical food ad shoot. Our mission was to materialize McCann’s concept of transforming a bland, colorless world into something bold and vibrant. The main technical challenge was creating the white world and how beautifully it turned out.

The producers at Tohokushinsha Film Co. (TFC) devised the ingenious idea of using an infrared camera to create a colorless world. The challenge? Securing the right props, lighting, and camera filters as part of our R&D process. TFC did thorough A/B testing in Japan to get as close as possible to the vision. We tested again in New York before shooting to fine-tune and adjust for new variables.

Enter our seasoned creative director, who spiced up the execution of the vision with an exciting storyboard. Using motion control, we captured the culinary world from above and various angles with seamless transitions between scenes and dishes. Kewpie enhanced each dish, conveying how the iconic mayo makes foods flavorful in every mix, dip, or drizzle.

Our work extends beyond production; we add creative insights as needed. This success relies on our curated team—from the food stylist, who made dishes look extraordinary, to the prop master, who selected unique, infrared-friendly materials, the DP, who defined the visuals, and the photographer, who captured the brand’s vibrancy. Everyone’s enthusiasm for great work was evident, and collaborating with this team was genuinely enjoyable.

The project was incredibly enriching. We enjoyed integrating new technology, creative thinking, and a shared commitment to produce something you haven’t seen before. This project showed how a brand can push boundaries and accomplish something unexpectedly bold. We rose to this special occasion!