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TAKUMI: 关于人类手工艺生存的60,000小时故事
案例简介：为什么这项工作与娱乐相关？ 这部作品是为了站在流媒体平台上最好的事实娱乐旁边而创作的。这是因为我们的观众在那里花费的时间越来越多。 我们必须为平台创造一些有趣的东西，但对我们的客户来说仍然是相关的和值得的。这意味着这不可能是其他人参与的雷克萨斯故事，它必须是雷克萨斯在其中扮演相关角色的更大的文化故事。另一个挑战是找到一个故事，该故事可以在60分钟内为平台工作，但也可以在网上花费60,000小时来满足最初的想法。 背景 工艺是奢侈品牌的心跳。自1989年成立以来，雷克萨斯一直使用Takumi工艺来制造质量更好，制作工艺更高的汽车。从CT到LS的每辆车都可以看到这一点。没有什么比雷克萨斯更精致的了。我们的简介是以新颖而令人兴奋的方式将其变为现实。 许多品牌都讲述了有关手工艺的故事，但很少有人解释为什么他们如此重视手工艺或致力于其一生的人们。 我们选择这样做的镜头是通过雷克萨斯称之为Takumi的一群工匠大师。他们的心态，奉献精神以及对自我完善的不断渴望使我们着迷。此时此刻，在日本崛起的地方，讲述这个独特的日本想法的故事也让人们感到文化上的丰富。 描述创意 人类需要一万小时的练习才能成为专家。在日本，有称为Takumi的手工艺人远远超出了这一点。为他们的手艺投入了60,000个小时，这是重复的生活，没有捷径。我们大多数人永远不会达到这样的高度。但是机器呢？A.I. 不再是科幻小说; 它在我们的家用电器中，在我们的手机中。到2050年，几乎每个领域的机器都将超过人类。人类的飞船会随着人工智能的消失而消失吗？超越我们的极限？由Netflix系列《厨师的餐桌》的克莱 · 杰特 (Clay Jeter) 执导，并由历史学家，大英博物馆前导演尼尔 · 麦格雷戈 (Neil MacGregor) 讲述。这部60,000小时版本的电影位于互动播放器中，使观众可以快进数千小时的Takumi奉献。54分钟的剪辑在美国最大的纪录片电影节DOC NYC首映。可以在57个市场的Amazon Prime，iTunes，Google Play上查看 描述策略 该策略的第一部分是与我们被告知忽略广告的受众建立联系。像Facebook这样的平台告诉我们，创造兴趣的唯一有效方法是在最初的几秒钟内找到你的观点，或者讲述一个越来越短的故事。 然而，这些人正在像Amazon Prime这样的流媒体平台上疯狂地观看内容。我们着手创造一种不遵守7秒规则的娱乐节目，而是利用我们的观众对更深层次故事的渴望，创造电影，让他们在流媒体平台上无休止地生活。 该策略的第二部分涉及确定纪录片中雷克萨斯内容的长度和位置。已经有一些例子是品牌创造娱乐的糟糕尝试。我们选择制作一个以雷克萨斯 (Lexus) 达到高潮的故事，适合一个处于工艺和人工智能前线的品牌。 描述执行情况 对于这个项目，我们采用了传统的纪录片方法-查找故事，并允许其通过研究，拍摄和编辑进行演变。后期制作通过grade保持了对角色的自然和真实处理，同时声音设计增强了野外录音。这为每个角色创造了多种情绪，并与定制的构图相匹配，该构图使叙事流程不断发展，并引起了每个Takumi故事的情感共鸣。 描述结果 2018年11月推出的凌志拓海纪录片。此后，该纪录片被选为DOC NYC电影节官方选择的一部分。DOC NYC是美国最大的纪录片电影节。 除此之外，这部电影还被亚马逊Prime、苹果iTunes和谷歌Play收录，将于3月19日开始播放。这使我们能够在57个市场上创建一个全球分销平台，覆盖雷克萨斯的每个关键市场-这是我们在战略的初始阶段就开始做的事情。 除此之外，这部电影还获得了广泛的行业报道，并激发了创意出版物关于品牌更长形式内容的机会。
TAKUMI: 关于人类手工艺生存的60,000小时故事
案例简介：Why is this work relevant for Entertainment? This work was created to stand next to the best factual entertainment on streaming platforms. This is because our audience is spending more and more time there. We had to create something entertaining for the platforms to take, yet still relevant and worthwhile for our client. This meant it couldn’t be a Lexus story others were a part of, it had to be a bigger cultural story that Lexus play a relevant role within. Another challenge was finding a narrative that worked within 60 minutes for platforms but could also be 60,000 hours long online to satisfy the original idea. Background Craftsmanship is the heartbeat of luxury brands. Since its inception in 1989 Lexus has used Takumi Craftsmanship to create better quality, more highly crafted cars. This can be seen in every single vehicle from the CT to the LS. There’s nothing crafted like a Lexus. Our brief was to bring this to life in an original and exciting way. Many brands have told stories about what craftsmanship looks like, but few explain why they put such value on craftsmanship or about the people that dedicate their life to it. The lens we chose to do it was through a group of master craftsman that Lexus call Takumi. We were intrigued by their mindset, dedication, and their constant desire for self-improvement. At this moment in time, where Japan is on the rise, it also felt culturally rich to tell stories which brought to life this uniquely Japanese idea. Describe the creative idea It takes 10,000 hours of practice for humans to become expert. In Japan, there are craftspeople called Takumi who go far beyond this. Devoting 60,000 hours to their craft, a life of repetition and no shortcuts. Most of us will never reach such heights. But what about machines? A.I. is no longer science fiction; it’s in our household appliances, in our phones. By 2050 machines will outperform humans in virtually every field. Will human craft disappear as A.I. reaches beyond our limits? Directed by Clay Jeter of Netflix series Chef’s Table and narrated by Neil MacGregor, historian, former Director of the British Museum. The 60,000 hour version film sits within an interactive player, allowing viewers to fast forward thousands of hours of Takumi dedication. A 54 minute edit premiered at DOC NYC, America’s largest documentary film festival. It’s available to view on Amazon Prime, iTunes, Google Play in 57 markets Describe the strategy The first part of the strategy was about connecting to audiences who we’re told ignore advertising. Platforms like Facebook tell us that the only effective way of creating interest is to land your point in the first few seconds or to tell an increasingly shorter story. Yet these people are binge watching content on streaming platforms like Amazon Prime. We set out to create a piece of entertainment that didn’t abide by 7 second rules, but tapped into our audiences desire for deeper stories, creating film to live endlessly on streaming platforms. Part two of the strategy involved deciding on the length and placement of Lexus content within the documentary. There are some examples out there already which are poor attempts at creating entertainment by brands. We chose to craft a story which culminated with Lexus, befitting of a brand who are at the frontline of craft and AI. Describe the execution For this project we embraced a traditional documentary approach - finding the story, and allowing it to evolve through research, the shoot and the edit. Post-production maintained a natural and authentic treatment of the characters through grade, whilst sound design enhanced the wild recordings. This created multiple moods per character and was matched with a bespoke composition that progressed the flow of the narrative and developed the emotional resonance of the story of each Takumi. Describe the outcome The Lexus Takumi documentary launched in November 2018. Since then the documentary has been chosen as part of DOC NYC’s Film festival official selection. DOC NYC is the US’ Largest Documentary Film Festival. In addition to this the film has been picked up by Amazon Prime, Apple iTunes, and Google Play which will begin streaming from March 19th. This has enabled us to create a global distribution platform across 57 markets, reaching every one of Lexus key markets – something we set out to do in the initial stages of strategy. Beyond this the film has gained substantial industry coverage and has excited creative publications about the opportunity around longer-form content for brands.
TAKUMI: A 60,000 hour story on the survival of human craft
案例简介：为什么这项工作与娱乐相关？ 这部作品是为了站在流媒体平台上最好的事实娱乐旁边而创作的。这是因为我们的观众在那里花费的时间越来越多。 我们必须为平台创造一些有趣的东西，但对我们的客户来说仍然是相关的和值得的。这意味着这不可能是其他人参与的雷克萨斯故事，它必须是雷克萨斯在其中扮演相关角色的更大的文化故事。另一个挑战是找到一个故事，该故事可以在60分钟内为平台工作，但也可以在网上花费60,000小时来满足最初的想法。 背景 工艺是奢侈品牌的心跳。自1989年成立以来，雷克萨斯一直使用Takumi工艺来制造质量更好，制作工艺更高的汽车。从CT到LS的每辆车都可以看到这一点。没有什么比雷克萨斯更精致的了。我们的简介是以新颖而令人兴奋的方式将其变为现实。 许多品牌都讲述了有关手工艺的故事，但很少有人解释为什么他们如此重视手工艺或致力于其一生的人们。 我们选择这样做的镜头是通过雷克萨斯称之为Takumi的一群工匠大师。他们的心态，奉献精神以及对自我完善的不断渴望使我们着迷。此时此刻，在日本崛起的地方，讲述这个独特的日本想法的故事也让人们感到文化上的丰富。 描述创意 人类需要一万小时的练习才能成为专家。在日本，有称为Takumi的手工艺人远远超出了这一点。为他们的手艺投入了60,000个小时，这是重复的生活，没有捷径。我们大多数人永远不会达到这样的高度。但是机器呢？A.I. 不再是科幻小说; 它在我们的家用电器中，在我们的手机中。到2050年，几乎每个领域的机器都将超过人类。人类的飞船会随着人工智能的消失而消失吗？超越我们的极限？由Netflix系列《厨师的餐桌》的克莱 · 杰特 (Clay Jeter) 执导，并由历史学家，大英博物馆前导演尼尔 · 麦格雷戈 (Neil MacGregor) 讲述。这部60,000小时版本的电影位于互动播放器中，使观众可以快进数千小时的Takumi奉献。54分钟的剪辑在美国最大的纪录片电影节DOC NYC首映。可以在57个市场的Amazon Prime，iTunes，Google Play上查看 描述策略 该策略的第一部分是与我们被告知忽略广告的受众建立联系。像Facebook这样的平台告诉我们，创造兴趣的唯一有效方法是在最初的几秒钟内找到你的观点，或者讲述一个越来越短的故事。 然而，这些人正在像Amazon Prime这样的流媒体平台上疯狂地观看内容。我们着手创造一种不遵守7秒规则的娱乐节目，而是利用我们的观众对更深层次故事的渴望，创造电影，让他们在流媒体平台上无休止地生活。 该策略的第二部分涉及确定纪录片中雷克萨斯内容的长度和位置。已经有一些例子是品牌创造娱乐的糟糕尝试。我们选择制作一个以雷克萨斯 (Lexus) 达到高潮的故事，适合一个处于工艺和人工智能前线的品牌。 描述执行情况 对于这个项目，我们采用了传统的纪录片方法-查找故事，并允许其通过研究，拍摄和编辑进行演变。后期制作通过grade保持了对角色的自然和真实处理，同时声音设计增强了野外录音。这为每个角色创造了多种情绪，并与定制的构图相匹配，该构图使叙事流程不断发展，并引起了每个Takumi故事的情感共鸣。 描述结果 2018年11月推出的凌志拓海纪录片。此后，该纪录片被选为DOC NYC电影节官方选择的一部分。DOC NYC是美国最大的纪录片电影节。 除此之外，这部电影还被亚马逊Prime、苹果iTunes和谷歌Play收录，将于3月19日开始播放。这使我们能够在57个市场上创建一个全球分销平台，覆盖雷克萨斯的每个关键市场-这是我们在战略的初始阶段就开始做的事情。 除此之外，这部电影还获得了广泛的行业报道，并激发了创意出版物关于品牌更长形式内容的机会。
TAKUMI: A 60,000 hour story on the survival of human craft
案例简介：Why is this work relevant for Entertainment? This work was created to stand next to the best factual entertainment on streaming platforms. This is because our audience is spending more and more time there. We had to create something entertaining for the platforms to take, yet still relevant and worthwhile for our client. This meant it couldn’t be a Lexus story others were a part of, it had to be a bigger cultural story that Lexus play a relevant role within. Another challenge was finding a narrative that worked within 60 minutes for platforms but could also be 60,000 hours long online to satisfy the original idea. Background Craftsmanship is the heartbeat of luxury brands. Since its inception in 1989 Lexus has used Takumi Craftsmanship to create better quality, more highly crafted cars. This can be seen in every single vehicle from the CT to the LS. There’s nothing crafted like a Lexus. Our brief was to bring this to life in an original and exciting way. Many brands have told stories about what craftsmanship looks like, but few explain why they put such value on craftsmanship or about the people that dedicate their life to it. The lens we chose to do it was through a group of master craftsman that Lexus call Takumi. We were intrigued by their mindset, dedication, and their constant desire for self-improvement. At this moment in time, where Japan is on the rise, it also felt culturally rich to tell stories which brought to life this uniquely Japanese idea. Describe the creative idea It takes 10,000 hours of practice for humans to become expert. In Japan, there are craftspeople called Takumi who go far beyond this. Devoting 60,000 hours to their craft, a life of repetition and no shortcuts. Most of us will never reach such heights. But what about machines? A.I. is no longer science fiction; it’s in our household appliances, in our phones. By 2050 machines will outperform humans in virtually every field. Will human craft disappear as A.I. reaches beyond our limits? Directed by Clay Jeter of Netflix series Chef’s Table and narrated by Neil MacGregor, historian, former Director of the British Museum. The 60,000 hour version film sits within an interactive player, allowing viewers to fast forward thousands of hours of Takumi dedication. A 54 minute edit premiered at DOC NYC, America’s largest documentary film festival. It’s available to view on Amazon Prime, iTunes, Google Play in 57 markets Describe the strategy The first part of the strategy was about connecting to audiences who we’re told ignore advertising. Platforms like Facebook tell us that the only effective way of creating interest is to land your point in the first few seconds or to tell an increasingly shorter story. Yet these people are binge watching content on streaming platforms like Amazon Prime. We set out to create a piece of entertainment that didn’t abide by 7 second rules, but tapped into our audiences desire for deeper stories, creating film to live endlessly on streaming platforms. Part two of the strategy involved deciding on the length and placement of Lexus content within the documentary. There are some examples out there already which are poor attempts at creating entertainment by brands. We chose to craft a story which culminated with Lexus, befitting of a brand who are at the frontline of craft and AI. Describe the execution For this project we embraced a traditional documentary approach - finding the story, and allowing it to evolve through research, the shoot and the edit. Post-production maintained a natural and authentic treatment of the characters through grade, whilst sound design enhanced the wild recordings. This created multiple moods per character and was matched with a bespoke composition that progressed the flow of the narrative and developed the emotional resonance of the story of each Takumi. Describe the outcome The Lexus Takumi documentary launched in November 2018. Since then the documentary has been chosen as part of DOC NYC’s Film festival official selection. DOC NYC is the US’ Largest Documentary Film Festival. In addition to this the film has been picked up by Amazon Prime, Apple iTunes, and Google Play which will begin streaming from March 19th. This has enabled us to create a global distribution platform across 57 markets, reaching every one of Lexus key markets – something we set out to do in the initial stages of strategy. Beyond this the film has gained substantial industry coverage and has excited creative publications about the opportunity around longer-form content for brands.
TAKUMI: 关于人类手工艺生存的60,000小时故事
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TAKUMI: A 60,000 hour story on the survival of human craft
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