BEHIND THE FRAME | Big in Japan

Published about 1 year ago • 1 min read

My latest project in Japan and the rise of documentary-style advertising

Hi Reader,

I hope you had a wonderful Easter holiday! During that time, I was in Japan shooting the new campaign for Fay Archive.

After my experiences in Alaska and Canada, I spent two weeks between Hokkaido and Tokyo to tell the stories of five extraordinary people.

Brands are increasingly harnessing the power of reality to connect with audiences, and documentary-style storytelling is redefining modern advertising. Those who dare to reveal their soul not only stand out but also build trust.

Using a documentary style in advertising has a significant impact, engaging much more when it offers an authentic glimpse into the world. This approach, showcasing the people and stories behind a brand, creates a genuine connection.

I believe that adding a personal and transparent touch is key to building lasting trust with your audience.

And there is plenty of room for creativity when blending real-life narratives with a dash of writing.

This authentic approach, characterized by prevalent natural light, unaltered sound in post-production, and characters in their natural context, is what we are adopting in the Fay Archive campaign, coming out next winter.

In the meantime, I'd like to share with you some of my travel snapshots, hoping they can convey a bit of the charm I found in Japan.

Photography has always been an important part of my life, and Tokyo has been an incredible source of inspiration.

Talk soon,

Marco

BEHIND THE FRAME is a monthly newsletter that focuses on aspects

at the intersection of cinema, advertising and communication seen through the lens

of my experience and approach as a director.

Marco Mucig | Director
www.marcomucig.com
+39 333 2932950

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