TamJai YuNan Mixian – $oHo & KidNey Music Video

TamJai YuNan Mixian – $oHo & KidNey Music Video

A co-creation project between TamJai YunNan Mixian and a pair of popular local Hong Kong rappers. Everybody was having fun in the music video. We were trying news things, getting out of ruts to incorporate the current social situration into the song. Additionally, the featuring of TamJai JeiJei, the hero staffs of the brand, were giving the spark to the video. Make dream comes true! Successfully gained 600k views on YouTube!

香港の日本食材事情 Japanese food in Hong Kong

香港の日本食材事情 Japanese food in Hong Kong

この間、ある食品メーカーさんの市場調査をさせていただきました。 香港で純和風な料理の作り方を紹介する場合、どのくらい現地で材料が手に入るのかというものでした。純粋な日本料理となると、例えば〇〇を作るのに三つ葉が手に入らないのでできない、というようなこともありますが、もちろんある程度のオルタナティブ*を許容するとすれば、調査対象となった20ほどのレシピのかなりのものがこちらでも再現できそう、食材が入手できそうという結果になりました。 (* オルタナティブというのは、例えば、日本で手に入るものとは性質が違うとしても、きゅうりもナスも手に入るという意味です。)   和食特有の食材を輸入(消費)する側の香港にとっても、輸出する側の日本にとっても、飛行機で約4時間で行き来できるということがアドバンテージになります。例えば、こちらで活躍されていて半年先まで予約の詰まっているお店のお寿司職人さんがおっしゃるには、香港は日本の市場で朝手に入れたものをその日の内に届けられるギリギリの距離ということでした。 日常的なレベルでいえば、香港では「YATA 一田」などの日系食品スーパーマーケット**などで日々の食事用に日本の食材を手頃な値段で手に入れることが満足にできます。そう考えてみると、わずか15年ほど前まで、日本米が手に入らないから日本への一時帰国時に重たいお米を持って帰って来られた人が多かったという頃とは隔世の感がありますね。例をあげると、お米、卵、納豆などは普通にあります。そして、お値段は安くないにしても果物、乾物、調味料、加工食品などはかなり選択肢が増えました。   思えば20年も昔、上海にいた時代、かなり割り増しでしたがハウスのジャワカレーを売っているのを見つけて、何をさておいても購入しました。また、家の近くの市場ですこし色が暗くなったお肉を買って、外国人向けの割高なデリでじゃがいもや玉ねぎ、人参を手に入れて毎週のようにカレーライスを作って食べるのが贅沢でした。カレーライスを上海の友人にも食べさせたいと、当時彼らが住んでいた租界時代の住宅の共同台所で具を切ったり、ごとごと煮込んだり、中華鍋を洗ったのを思い出します。   費者目線では日本の食材が手頃に入手できるようになってほしい一方で、ビジネスとしては日本の生産者さんたちが市場を広げるだけでなく高級の日本食材を展開してほしいとも思います。   **註:このスーパーはローカルのものですが、もともとは西武系で日本のものを積極的に売っています。ウェルカムやパークンショップといった大手スーパーチェーンにはそれほど日本食材は見られません。ただジャワカレーは売っていたり、お米、卵、納豆、お肉の類はあり、やはり全体として日本食材が広がりを見せていることは間違いありません。 Recently, we conducted a market research for a food company. The purpose of the survey was to find out how much Japanese food ingredients are available in Hong Kong when introducing recipes for Japanese dishes. If we accept a degree of alternatives*, it turns out that quite a few of the 20 of recipes could be easily prepared in Hong Kong. (*Alternatives mean, for example, that cucumbers and eggplants are available, even if they are different from those in the original recipe. For both Hong Kong as an importer (consumer) and Japan as an exporter of ingredients of Japanese dishes, the fact that it takes only about four hours to fly to and from Hong Kong is an advantage. A sushi chef here, who has a restaurant which is so popular that it is booked up to six months in advance, told me that Hong Kong is just far enough away that they can deliver what they get in the morning at the Japanese market on the same day. On a daily life level, in Hong Kong, you can satisfactorily get Japanese food for daily meals at affordable prices at Japanese food supermarkets** such as “YATA”. Looking back, it seems like a far different life from just 15 years ago, when people used to bring rice back to Hong Kong when they temporarily returned to Japan because they could not get Japanese rice. For example, rice, eggs, and natto are commonly available. And even though the prices may not be cheap, there are more choices for fruits, dried foods, seasonings, and processed foods. 20 years ago, when I was in Shanghai, I found Japanese curry sold at a expensive price, and I bought it without any hesitation. I also bought some meat that was a little darker in the market, and potatoes, onions, and carrots from an expensive deli for foreigners, and made curry and rice every week. I remember chopping the ingredients, stewing, and washing the wok in the common kitchen of the residential complex in the concession area where they lived, in order to feed curry and rice to my friends in Shanghai. From a consumer’s point of view, I would like to see Japanese food products become more affordable in Hong Kong, while from a business viewpoint, I would like to see Japanese producers not only expand their market but also expand their high-end Japanese food products. **Note: This supermarket is a local one, but it is originally a Seibu chain and actively sells Japanese products. Major supermarket chains such as Wellcome and PARKn Shop don’t sell as many Japanese products. However, they do sell Javanese curry, rice, eggs, natto, and meat, so there is no doubt that Japanese food is expanding as a whole.  

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おいしそうなCM撮影の話 tasty CM shooting

おいしそうなCM撮影の話 tasty CM shooting

(mediumの記事を再編しています。)
春節連休初日のコマーシャル撮影

Commercial shooting on the first day of the Lunar New Year holidays

映画やコマーシャルのスタジオはおおかた中心部から少し離れたところにあります。今回のスタジオは香港の東、西貢エリアにあるクリアウォーターベイフィルムスタジオ。とても古いスタジオです。あちこちからきしむ音が聞こえそうです。数々の映画、テレビ、コマーシャル作品を輩出してきました。

Most of the studios for films or commercials are located a bit far from the heart of the city. This time the studio was the Clearwater Bay Film Studios in Sai Kung area in the eastern part of Hong Kong. It is a very old studio and you can almost hear the creaks coming from all around. The studio was used for shooting many films, TV shows and commercials.

今回の商品はヘルスケア関連商品

Ad  for healthcare goods

 

ストーリーの中にたくさんの料理が出てきます。俳優さんにもたくさん食べてもらうシーンがあります。長いテーブルの上にご馳走がずらりと並ぶシーンは圧巻です。

There is a lot of food in the story of commercial. There were scenes where the actor eats a lot of food. The scene where the feast is lined up on a long table is a highlight.

The food stylist is a woman who has a reputation for shooting for a popular pizza restaurants, and there are four more staff members in charge of cooking. It was a large studio with a small kitchen next to it. Rather than a kitchen, a small partitioned room was used for cooking. In Japan, a studio with a fully equipped kitchen would be an option.

The small “kitchen” was filled with the smell of cooking. The smell of delicious food stung our empty stomachs, and we all felt full even though we hadn’t eaten at all.

おい、キッチン、餃子はまだか!ピザはどうした!

Hey, kitchen, where are the dumplings! Where’s the pizza!

監督から怒声が上がります。そのたびにアシスタントが”おい、餃子、ピザ。”とキッチンに向かって告げに来るのがコミカルでした。

The director shouted angrily. It was comical to see the assistant come to the kitchen to tell him, “Hey, dumplings, pizza.

It’s tough being an actor. They have to keep on eating the cake, licking their tongues, even though they have to do it over and over. Even in such a situation, when it came time to eat the cake, the actor never forgot to make a professional suggestion, “Wouldn’t it be fun if you put more cream on the cake so that it sticks to the top of my nose when finish eating it? This kind of suggestion can really lighten the mood and can really make a difference.

The contract with the actor is only for 10 hours. Anyway, it’s going to be a problem if we don’t finish his scene in time! This is not the kind of shooting with a lot of time to spare that is often seen in Japan. The budget had been also cut down. We had to shoot stills at the same place in between.

The next scene is the one where the actor takes a big bite out of a huge array of food. Finally, the actor left the scene. Thank you very much.

From here on, it was all about patience. Some of the dishes that were laid out earlier got dried out, or lost their sizzle (the feeling of deliciousness conveyed to the five senses). Sometimes the stylist will add grease or dry ice to create smoke, and other times the food is re-cooked. In the end, it took all of us until midnight, five hours after the actors left the studio, to finish the entire shoot!

  素晴らしい仕事納めになりました!

          It was a great end to a great work of the year !

We were worried that we wouldn’t be able to finish the shoot in time, but as it turned out, we were able to finish without any problems. The production staff and TYA members worked very well together.

クライアントさんも俳優さんも大変でしたし、世間がお休みに入っている中、制作チームもみんなきりきりと働いてくれました。彼らの現場が好きな気持ちを実感します。自分自身の気持ちも本当に充実します。これが広告の仕事、しかも海外でやることの面白さに違いないです!

It was hard work for the clients and actors, and the production team worked diligently while the rest of the society was on vacation. We could really feel how much they loved the work. It really enriches our own feelings. This must be the fun of working in advertising, and doing it overseas!

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It is darkest under the lighting (intern’s note)

It is darkest under the lighting (intern’s note)

(Lighting equipment that had a luminous intensity)

※English version of the last post

Hello, my name is K and I am an intern at TYA (HK) Limited. I recently visited the location of a commercial shooting and I am writing a two-part article about it. This time, I would like to focus on the lighting technology that supports the shooting.

Lighting is basically the key to making a subject look good, but in this shoot, I felt that lighting played a very important role due to the characteristics of the building and the style of the commercial.

 In this article, I will write about my discoveries related to lighting in the location. Some of them are useful for using lighting effectively in daily life, so I hope you will remember them when you look at lighting.

The proverb, “It is darkest under the lighting,” means that what is important is actually very close by and easy to be missed.

Make it stand out

        

In this shooting, the actor wore white and were staged in sunlight. From the picture, you can see the reflection of light on the clothes of the actor in white at the top and middle of the stairs. At this time, the light was shining from the upper right back of the photo, about as bright as sunlight on a sunny spring day.

Compared to the staff member in the striped T-shirt between the two actors, you can see that the actor’s clothes reflect more light. A bright light source is coming from above and to the side, and by wearing white, which is a reflective color of light, and wearing a silky, glossy fabric, a transparent and refreshing image was created.

If the light source is in the same direction as the camera, it is difficult to get a 3D impression, but all parts of the subject are clearly visible. If the light source is from the side, it can express bumps and make use of the material, but the difference between bright and dark is conspicuous, and if the light source is from behind, it creates a mysterious atmosphere. In this case, the image was shot from the side.

The darker parts of a striped T-shirt do not reflect light, nor do the white parts. This is due to the fact that the t-shirt is made of cotton or other matte material, but it looks better in some situations.

This is a free stock photo. The light source is bright, but it’s generally dark, so there are detailed shadows on the clothes (especially on the jeans), and you can feel the mood from each wrinkle. Of course, the fact that the photo is taken from a closer angle is also a factor in creating this mood. As you can see, wearing clothes made of matte material in a small space and in a generally gloomy environment can create a casualness and coziness.

 

Mellow light?

The diffuser like the one in the photo is often seen not only in this case but also in other photo shoots.

By passing through the cloth once before the light reaches the subject from the body of the light, the light will come from the rough surface of the cloth instead of the smooth surface of the light, and shadows that are not clear will appear. In addition to shadows, bright parts that reflect light (such as a person’s cheeks) also become vaguely bright. Light with little difference between bright and dark parts is soft and gentle.

Light travels straight. While the surface of a light body is smooth to a certain extent and only emits light in a certain direction, the surface of a cloth has many bumps, so the light disperses in all directions and is reflected everywhere in the room. Then, the light that reaches the subject becomes visible. As a result, the difference between bright and dark areas becomes smaller.

Some of us may have taken pictures at a photo studio using an umbrella with a white inside. The umbrella also reflects the light from the camera’s strobe or other light, so that less light gathers in bright areas and more light gathers in dark areas than simply using a strobe.

This is another stock photo. This photo was taken on the street, and you can see that the shadows are clear and there is a significant contrast between light and dark. In contrast to the previous photo, when you want to create a cool impression of a machine or a unique atmosphere at night, it is preferable to have the light of the source shining directly, and the light and dark areas are distinct.

Sunlight is distinct

Here is a picture of the floor at the shooting location. It was actually cloudy at the time, but the lighting from the back of the room makes it look like sunny. Notice the leaves of the plant on the right side. The leaves in the lit area look fresh and yellowish green.

This is a picture of the same plant taken from outside through the glass. Even though it was a cloudy day, the plant was placed near a window, the light should have been sufficient. However, you can tell that the green color of the leaves is darker than in the previous photo. Also, the leaves in the previous photo seemed to be more resilient.

Why was it possible to use artificial light to create an expression more like sunlight than real sunlight?
Let’s consider the opposite pattern in solving this problem. Have you ever placed a houseplant in an artificially lit room and felt it was less alive than the plant outside? This phenomenon is related to the difference between sunlight and artificial light. I will not go into the details, but even a single ray of light contains many different colors of light. White light, in fact, appears white because of the mixture of many different colors of light such as purple, blue, yellow, and red.

LED light and sunlight contain different proportions of each color. In general, LED light contains more blue than sunlight, even though they are the same white light.

What was shining more like sunlight than the sunlight at the time of the shooting was actually a special light body that was not LED.

This light is a model M-Series M90 from ARRI. This light has various features, such as a reflector (the part of the light that looks like a mirror and amplifies the light) that is 1.5 times more powerful than other types, but the first feature is that it is an HMI light.

HMI light is an abbreviation for Hydrargyrum Medium-Arc Iodide. It is a light whose system is different from that of incandescent bulbs and LEDs. The color balance of the light is almost the same as that of sunlight, and it is said to be a “portable sun”. It is also used in baseball stadiums and gymnasiums because of its extremely high intensity.

HMI lights are more expensive than others, but very useful. This was the reason why they could replicate sunlight better than reality.

Wear black

Here is a picture of the shooting location. Even without any particular comment, you can see that there are two staff members. The reason is that they wear black.

In Japanese, people who work behind the scenes are often called “kuroko” or “kurogo. This is because in traditional Japanese performance such as Kabuki, there is a rule that anyone wearing black is not supposed to be on the stage, so the backstage staff would appear on stage in black to hand out props and help actors. However, not only here in Hong Kong, but also in other countries outside Japan, it is standard for backstage staff to wear black.

What are the reasons why people behind the scenes wear black? I have personally been involved in production, so I will introduce the reasons, including what was told at that time.

①To minimize the impact on the subject

As I have written, white color reflects light. A white reflector is sometimes used in studios to brighten up faces, but conversely, white clothing can make the subject brighter than necessary. This is the same reason as why equipment such as cameras and tripods are black. If you are taking pictures of people outdoors, white clothes can be used as a reflector.

②To eliminate the sense of life

Black has the effect of making things appear smaller than they are. You’ve probably heard that wearing black clothes makes you look thinner. Since black things look smaller and less conspicuous, they wear black clothes in order not to ruin the atmosphere of the stage or scene. From the actors’ point of view, the black clothes of all the staff, not only behind but also beside and above the camera, make less pressure.

③To identify staff members

This is of course the biggest reason. As seen in judges’ court uniforms and suits, dark colors have an intellectual image and are appropriate for highly specialized backstage staff.  Taking this commercial shooting as an example, there were a lot of people coming to the location, including the actors, their managers, advertising companies like TYA, client of the commercial, and the general public since the shooting was in a public place. By having the behind-the-scenes staff wearing black, they could immediately ask for help each other members in case of equipment trouble or quick removal.

Conclusion

This time, I focused on the lighting, but through visiting the commercial shooting, I learned that it takes more than two months of time, 30 people, countless cameras and lighting equipment, and a lot of patience to make a good commercial, even if the commercial itself is less than a minute.

Thank you for your reading.

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Yakult FunClub – Customer Relationship Marketing

Yakult FunClub – Customer Relationship Marketing

Yakult Fun Club is a hub for converting all the Yakult advertising communications into connection. User engagement occurs in this platform via interaction and participation. The fun club connects with the customers, encourage them to change their attitudes through middle and bottom marketing funnels including “Consideration”, “Preference”, “Usage” and “Advocacy”. This campaign has successfully recruited over 8,000 members in the first year!