By John Glenday, Reporter

January 19, 2023 | 3 min read

Asahi has given a tour of contemporary Japan conducted at warp speed as part of a new brand campaign.

The Japanese beer brand turned to production house Familia to realize its vision for a dynamic representation of the 0.0% 'Super Dry' drink set to an uptempo beat.

Zooming from cityscapes to a rooftop bar by way of an infinite Asahi bottle the non-stop photography style seeks to make Asahi's non-alcoholic variant stand out in a crowded marketplace amidst decreasing alcohol consumption among younger drinkers.

Tackling ingrained bias against 0.0% beers as 'fake' the team went out of their way to real people and real locations for their Tokyo shoot.

Familia director Fausto Beccati said: “Capturing modern-day Japan in only 15 seconds was an exciting challenge, and I think we’ve made something fresh and unique in the marketplace of non-alcoholic beverages. It also loops seamlessly, giving it a [replayability] factor that makes it stand out. All this wouldn’t have been possible without the crew in Japan – they were so professional and amazing!”

Visualizing the frenetic pace of modern urban life the campaign employed the latest camera technology to fuse multiple shoots into one continuous experience.

Asahi trades on its Japanese heritage to differentiate itself in a competitive global market.


Client: Asahi

Production company: Familia

EP: Toby Walsham

Director: Fausto Beccati

Producer: Noni Couell

Service company: Mr +Positive (Tokyo)

EP: Peter Grasse

Producers: Steph Kha, Mayuko Kodama

1st AD: Nagisa Kodama

DOP: Mikul Eriksson

Production design: Agnes Nata, Akira Gimeno

Stylist: Shino Itoi

HMU: Seiya Ota

Post: (Cape Town)

Offline editor: 2+3 Post – Stephen Du Plessis

VFX and online: Static Black Media - Blake Prinsloo

Colorist: Strange Love Post - Nic Apostoli

Music: Sonar Music (Australia)

Sound design and mix: Sonar Music

Music producer: Haylee Poppi

Music director: Andrew Lancaster

Composer: Josh Pearson

Lyrics: M’Bandja Jua Hugues

Vocalist: Suzuna Munetou

Agency: Trouble Maker (London)

Account manager: Sam Robertson

Agency producer: Ben Spilling

Agency creative: Hayden Peek

Brand Strategy Asahi Super Dry Japan

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