Eastern Rodeo

MUJI.US
2021

A well loved lifestyle, home and clothing retailer founded in Tokyo, MUJI’s design ethos is founded on simplicity, intentionality, precision, and restraint to create objects, items, and tools that improve quality living. We collaborated with them on a lifestyle campaign, emphasizing the philosophy of 'quality of living' and showcasing MUJI's distinct values, while making them approachable to the North American market.

The MUJI Quality of Life campaign approach aims to highlight the importance of simplicity, functionality, and sustainability in enhancing overall quality of life. Inspiring individuals to embrace a minimalist lifestyle, cultivate mindfulness, and nurture a harmonious home environment that promotes well-being.

The campaign direction recognizes cultural nuances and tailors the Japanese-inspired lifestyle to resonate deeper with an American audience.

Aiming to foster a deeper resonance with the US market, we anchored our creative direction in a sense of realism that showcases Back to School as a spirited, exciting and somewhat chaotic period.

The campaign features a sense of togetherness, and the enjoyment of space communally demonstrating the varied approaches to minimalism and mindfulness.

We managed multiple aspects of production including location scouting and selection, casting, set design, team curation, post-production and continued to work together on the activation efforts for the campaign in social strategy and design.

Services
Creative Direction
Art Direction
Production

Industries
Lifestyle
Home

Eastern Rodeo with
business lead: Tommy Schonder
strategy lead: Matt Sim
production lead: Camille Ross

Photographer
Fujio Emura

The campaign direction recognizes cultural nuances and tailors the Japanese-inspired lifestyle to resonate deeper with an American audience.

Aiming to foster a deeper resonance with the US market, we anchored our creative direction in a sense of realism that showcases Back to School as a spirited, exciting and somewhat chaotic period.

The campaign features a sense of togetherness, and the enjoyment of space communally demonstrating the varied approaches to minimalism and mindfulness.

We managed multiple aspects of production including location scouting and selection, casting, set design, team curation, post-production and continued to work together on the activation efforts for the campaign in social strategy and design.

Clockwork