A Brand Film Portraying Pure and Beautiful Living
For Rinnai’s Ultra Fine Bubble water heater, we led the project from brand concept development through to the planning and creative direction of the commercial and promotional film. Beginning with the Japanese cultural ideal of “Pure and Beautiful,” we reinterpreted the value that technology can bring to everyday life. Rather than simply communicating product functions, we sought to portray Japanese aesthetics and a way of living shaped by cleanliness, beauty, and care. Through CGI, we visualized Ultra Fine Bubbles circulating with hot water throughout the home, transforming an invisible technology into an intuitive experience. The result is a brand communication that presents Rinnai’s technology not merely as a functional innovation, but as a means of bringing cleanliness and beauty into everyday life.
Beyond a Commercial: A Film About the Beauty of Japanese Life
The integrated campaign for Rinnai’s Ultra Fine Bubble water heater was conceived around “Pure and Beautiful,” a value deeply rooted in Japanese culture. Rather than simply communicating the benefits of a new technology, the project sought to reinterpret the Japanese philosophy of living through a contemporary lens.
In Japan, cleanliness has long carried meaning beyond physical hygiene. Practices of purification, such as misogi in Shinto, reflect a cultural sensibility in which cleansing the body, caring for one’s surroundings, and maintaining inner clarity are deeply connected. This relationship between physical cleanliness and spiritual purity continues to shape Japanese attitudes toward everyday life, beauty, and well-being.
Rinnai’s Ultra Fine Bubble water heater brings this sensibility into contemporary living through two forms of beauty: keeping kitchens, bathrooms, and other water-related spaces clean, while helping maintain moisture in the skin. In this way, the technology goes beyond the conventional role of a water heater, contributing to both the cleanliness of the home and the care of the body.
The film translates these values into a visual experience. Its first half evokes the quiet aesthetics of “Pure and Beautiful,” while the second uses CGI to reveal Ultra Fine Bubbles flowing with hot water from the heater throughout the entire home. An invisible technology is made visible, communicating its benefits with both clarity and poetry. Washin at the Kiyoharu Art Colony was selected as the location, where the relationship between architecture, nature, light, and stillness became an expression of Japanese aesthetics itself.
More than a commercial for a product, the film explores a way of living: to care for both the inner and outer self, and to live with clarity, cleanliness, and beauty. By connecting this cultural sensibility with contemporary technology, we positioned Rinnai’s Ultra Fine Bubble water heater not simply as a piece of residential equipment, but as a technology that brings the enduring Japanese value of “Pure and Beautiful” into everyday life.
Deliveries & Scope
Project Team
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Executive Director, Senior Art Director
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Gestalter
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Designer
Team
TVCM Production : Yuichiro Sato Film Director / Takushi Nakahira Film Producer / Mina Takada Film Producer / Junko Murakami Production Manager / Masato Yamaguchi Production Assistant / Shinya Miyazaki Production Assistant / Jin Ito Cinematographer / Takahiro Ishikawa 1st AC / Ayato Sakurai 2nd AC / Harunobu Nishizawa 3rd AC / Koshiro Hino Data Manager / Kei Osaki Lighting Director / Futa Inoue Lighting Technician / Yoshitsugu Maruyama Lighting Technician / Takahiro Takahashi Gaffer / Norika Masuda Lighting Technician / Kenjiro Otomo Lighting Technician / Takeyasu Kobayashi Sound Recordist / Takashi Imayoshi Art / HARU Art Props / Masako Notomi Flower Arrangement / Shota Uchiyama Location Coordinator / Masayuki Yamamoto Location Support / Tatsuya Hayashi Location Support / Hana Tagashira Cast / Noriko Sato Hair & Makeup / Yuki Nagashima Stylist / Reiko Saito Kimono Stylist / Kenichi Tsutsumi Casting Director / Ally Stand-in Model / Masaya Yahagi Transportation / Kazuhito Ota Transportation / Ryusuke Yoshikawa Transportation / Sho Tominaga Offline Editor / Kazuma Kambara Offline Editor / Manami Kiryu Offline Editor / Daisuke Endo Online Editor / Keisuke Sako CGI / Naotaka Takahashi Colorist / Seiya Matsumiya Music / Black Cat White Cat Music Inc. Music Production / Akira Tokunaga Narrator
Photography : Kazumi Naruo Photographer (SEPT Inc.) / Fuki Fujii Photographer Assistant / Sakurako Uchino Photo Retoucher
STUDIO DETAILS Inc. : Naoki Kobayashi Account Executive / COPILOT Inc. : Tomoya Tada Producer, Project Manager