Since the company was founded in 1918, Panasonic has continuously strived to changing society for the better through their products. When the world valued convenience, they incorporated their knowledge and technological skills to create products that were easy to use and got rid of daily inconveniences.

But as time goes by values change, people’s lifestyles change, and what we believed to be common sense also changes. Panasonic believed that now is the chance to re-emphasise their philosophy of creating a better society through their knowledge and skills, and to appeal to the next generation that they are here to support them in achieving a future they can define as being ideal and valuable.

Branching from the base idea of wealth transitioning from materialistic to spiritualistic wealth in the future to come, the direction had already been decided: to create an amazing and breathtaking shot with a force so strong it instantly gives the audience the excitement of seeing the beginning of something new.

It was crucial that the entire set and all dancers be hung upside-down. This was to make the change spontaneous and organic. Rather than being forced off, the blue material symbolizing the materialistic world gradually “falls up,” and once released from this world the dancers are able to freely move to their hearts content, as if floating in space. This effect would not have been achieved with CGI or any other special visual effects.

Since its release on the official Panasonic YouTube channel on the 5th June 2022, the video gained over 7 million views. The unique filming technique and original song caught the attention of local media, which connected to a wider range of audience engaging in the film and campaign.

Many viewers were mesmerised by the film, commenting about how they felt the immense potential of what could be achieved through our freedom and imagination; through the breathtaking visuals the film was successfully able to visually illustrate the “Make New” concept.