2026
Seeing as Artisans See: A Living Japanese Craft Shaped by Seasons
Japan
Client: INDEN-YA
Produced by: Asahi Advertising Inc.
Agency:
Category: Tourism Products
Entry Type: Promotional Video
Synopsis
Inden-ya is a 440-year-old craft from Yamanashi, Japan. This film transforms its unspoken heritage into a universal visual language, celebrating the CEO ascending as the 14th "Uehara Yuhichi". Shot on location over 30 months without AI or stock footage, it observes real artisan hands through natural-light cinematography. Launched as a 60-second film, it evolved into a multi-year seasonal broadcast in harmony with real-time seasonal arrivals, becoming a beloved cultural ritual.
Goals of the film
To redefine Inden-ya, a 440-year-old traditional craft brand, as a modern cultural icon upon the milestone of the CEO ascending as the 14th "Uehara Yuhichi". The objective was to transform tacit cultural heritage into a high-end corporate narrative, shifting from product-centric advertising to visual poetry that embodies the company’s core philosophy.
Target Group
Domestic and global consumers re-evaluating traditional luxury, and the regional community investing in long-term cultural continuity.