glo hyper launched in Japan in spring 2020 as a new product in a category dominated by a single incumbent. The market was the most competitive of its kind in the world.

The work spanned three disciplines, each pulling in different directions and each holding to the same brand system.

Film carried the launch narrative through TV commercials and the cutdowns that lived beyond them. Lifestyle direction, product hero moments, the tonal register Japanese audiences expect: restrained, considered, finished to a high standard.

Digital ran the brand's ongoing conversation. Seasonal campaigns, social content, the always-on programme that kept glo hyper present between product moments. Built for a market where digital craft is judged the same way print and film are.

Retail design did the work at the cashier. Floorbins, the sculptural point-of-purchase displays placed at convenience store counters across Japan, were designed to compete for attention in one of the busiest visual environments in retail anywhere. Each one a small built object: structural, lit, photographed for context before fabrication. The product had to land in three seconds, from across the store, in a glance.

The same brand system held across all three. A film frame, a banner, and a cashier display, all reading as one brand.

Art direction and design across film, digital, and physical retail, made for Japan.