The Brief: Global rebranding of an established Japanese electric appliance manufacturer.

Panasonic believes in the power of electricity and its potential to enrich our lives. The advertising uses hand-drawn diagrams of electric circuits to express the fundamental commitment to craftsmanship at the heart of Panasonic's manufacturing philosophy, and to communicate a sense

of anticipation and excitement about the company's emerging technologies and products. With Panasonic, LIFE IS ELECTRIC.

Based on the scanned data of original pictures we thoroughly simulated Phillipe's pencil touch and recomposed the circuit diagram for each illustration script. When making film script with original pictures we discussed music and length of each cutting.

Finally we started on making film. Erasing the pencil line little by little we reproduced animation of "writing and erasing" with the material. We kept the film expression to necessary minimum trying not to be apart from graphic concept.

Compounding and editing on PC. In regard to express moves of electron we slightly shifted electron by cutting in order to reject "digital mood" as much as we can.

In addition to being careful with camera work we managed to keep the analogue atmosphere of original picture.

The Brief: Global rebranding of an established Japanese electric appliance manufacturer.

Panasonic believes in the power of electricity and its potential to enrich our lives. The advertising uses hand-drawn diagrams of electric circuits to express the fundamental commitment to craftsmanship at the heart of Panasonic's manufacturing philosophy, and to communicate a sense

of anticipation and excitement about the company's emerging technologies and products. With Panasonic, LIFE IS ELECTRIC.