The 70-second video above is completely enchanting and serene. Gentle instrumental music accompanies the visuals and the video begins with scenes of everyday life in a quiet village in rural Japan: browning leaves piled up along the roadsides, food waiting to be prepped in the kitchen, a kettle suspended over a firepit, a wooded garden. It’s hard to believe that each of the five scenes featured in the video were created artificially – in miniature – just for this video, but they were. London’s GetNewDesign digital media firm produced the elaborate models as well as the carefully crafted video for this unique branding campaign for the food and culture of Japan.
The opening scenes of the video will nearly convince viewers they are peering into an actual Japanese village, but around 0:35, the camera pulls back to reveal the giant face of a smiling blonde boy. It becomes obvious that the scenes are in miniature, merely a tiny representative summary of a different way of life. The London-based digital media firm behind the video is GetNewDesign, which was commissioned by Yutaka Foods, Europe’s largest Japanese food importer, to create this enchanting commercial. This video is one of 12 the firm will produce for the client, whose tagline is “Good food made Japan-easy.”
The design team invested five weeks to building the amazing miniature diorama, which includes five different sets. Each detail has been considered, evident in the realistic appearance of each scene. The fire pit contains charred logs while the kettle still emits steam. In the moss-covered garden, perfect replicas of native Japanese trees dot the land, each a painstakingly crafted version of the real thing, right down to the lichen hanging from their branches.
The video was also an intense time investment, shot over the course of five days on 16mm film. “We wanted to use traditional film cameras to give the video a sense of nostalgia that you can only achieve with a real film grain,” according to James Reeve, the firm’s Head of Creative.
Images via Michael Kelly for GetNewDesign