Japan National Tourism Organisation | Falling in Love with Japan.
Question: How do we make our country more appealing to Europeans?
Answer: Stop over-selling the incredible. Japan has been marketed as a caricature of itself for decades, so Matt cut the bullshit and shot a ‘Slow TV’-inspired short documentary series which captured the charm of everyday life. The films explored untranslatable Japanese words, translating them for European audiences and giving destination marketers the confidence to take pride in the often overlooked everyday beauty of the country.
No narration, no wild effects, no selective filming or scenes created for the camera. Just the truth of a culture which is near impossible to understand without being there in person.
Impact: Series of six shorts and 7-minute lead film. Lead film received a standing ovation at the Japanese Embassy for its premiere, with all work fuelling JNTO’s destination marketing and PR initiatives for the season.
Watch the lead film and Matt’s favourite Ukiyo.
Agency: Theobald Fox for Japan National Tourism Organisation.
Role / Team: Strategist, producer, director and videographer, guiding another camera operator and two assistant editors, liaising with four local fixers and reporting back to JNTO’s Japan / UK teams.
Responsibilities: Concept |Campaign Strategy | Film Direction & Production
