Panasonic’s new slogan “Make New” symbolises the company’s never-changing challenge of supporting society by helping each individual out and creating a future they feel to be ideal. The branded movie “Unveil” illustrates this concept in visual form. The transition from the blue, materialistic world to lush, green world symbolises the start of a more ideal and sustainable future.

Everything, from actors to entire set, was shot upside down to achieve an element of surprise from viewers, as the transitional effects between the two worlds could be believed to be done as digital special effects. The transition between worlds also symbolises the intangible joy and excitement that can be obtained from a positive change.

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.

As this film was made in Japan, the country where Panasonic started expanding from, many of the ideas have a deep cultural connection.

The production design for the lush, green and sustainable world full of spiritual wealth was based on the forests of Yakushima Island, where many ancient trees over thousands of years old still continue to grow. The idea of “spiritual wealth” was also an idea that founder Konosuke Matsushita referred to as an important basis to living a fulfilled life.

The music is a collaboration piece by composer Jun Miyake, and Okinawan female rapper Awich, a bold combination of two different genres and generations. Jun Miyake's melody represents society living in harmony with nature, to which Awich added words of hope for the generation to come.