Komezu is Japanese for Rice Vinegar. Kikkoman's Komezu is traditionally used as an ingredient to balance flavors in Asian cooking. The art direction, music, and copy in this spot were all crafted to reflect this, with delicate instrumentation augmenting the geometry of the product shots. The heritage of the productand brand were embraced as well, with an Asian influence in the music, typography, and the use of positive and negative space.