#Japan #Tokyo #Creative Director #Branded Shorts #Visual Expo

THINK by BRANDED: A Journey into Branded Storytelling

The THINK by BRANDED workshop series culminated in a remarkable archive launch, featuring insightful seminars led by renowned industry figures such as Kentaro Kimura and Takuma Takasaki. This initiative, part of the prestigious Short Short Film Festival & Asia, celebrated a decade of BRANDED SHORTS, exploring the art and science of branded movies.

A Rich History of Collaboration

From October 2025, the project kicked off a series of events aimed at helping companies and local governments explore the concepts surrounding branded storytelling. The launch event saw a collaboration between Hasegawa Kuniyuki and Bessho Tetsuya, who shared their vision for THINK by BRANDED. Each subsequent session focused on different aspects of branded content:

1. Innovative Ideas: Kentaro Kimura discussed how stories in branded content emerge from understanding what to brand, going beyond mere product placement.
2. Identifying Story Seeds: The second seminar, led by Toray—winner of the 2024 Branded Shorts of the Year—encouraged participants to identify and develop their brands' inherent stories as a means to engage their audience effectively.
3. Crafting Meaningful Narratives: Guest speaker Kurumi Manabe focused on promoting narratives that reflect how brands interact with society, moving past traditional advertising tactics.
4. Strategies for Engagement: The fourth seminar, featuring leaders from FinT, delved into the importance of creating enduring connections in the age of social media, discussing techniques to sustain engagement beyond initial release.
5. Interactive Workshops: The final session, led by creative director Takuma Takasaki, encouraged participants to rethink how their brands are perceived, crafting narratives that resonate with audiences through meaningful storytelling.

Launch of Visual EXPO by BRANDED SHORTS

September 28 marks the initiation of the Visual EXPO, a new platform for businesses, municipalities, and organizations to harness the power of visual storytelling. This initiative is not merely an exhibition but a vibrant ecosystem where brands can engage in collaborative strategies geared towards acceleration in branding, human resource development, and business matching.

As companies increasingly recognize the significance of visual content in marketing, BRANDED SHORTS has set itself apart by fostering an environment where creativity meets strategy.

The Power of Branded Content

The workshops highlighted fundamental shifts in marketing—moving from traditional advertisements to engaging branded content that resonates with the audience. By marrying entertainment value with brand messaging, successful branded films offer a lasting impact that enriches both the audience's experience and the brand's footprint.

One key take-away during these sessions was the emphasis on a shift in perspective: rather than solely contemplating what type of content to produce, brands should first ask what aspects of their identity, story, and message they wish to convey. Innovative examples throughout the series included:

• - BMW FILMS: A revolutionary marketing initiative where all advertising budgets were invested into filmmaking.
• - Toyota's Loving Eyes: An ongoing campaign that continues to generate shares every Father’s Day, illustrating how seasonal events can foster community engagement.
• - The genesis of radical ideas: Shifting from conventional narratives to creatively expressing brand stories through various platforms, highlighting the need for brands to engage intellectually and emotionally with their audience.

As the industry evolves, the role of branded content in shaping consumer perceptions and building relationships will only intensify. The THINK by BRANDED series serves as a compelling framework for brands looking to navigate this transformative landscape and illuminate paths for future storytelling endeavors.

Conclusion

In essence, these workshops have been a beacon for marketers and creators alike, showcasing how essential it is to align brand narratives with audience perceptions. Through the insights shared by industry leaders, participants left inspired to craft genuine, engaging content aligned with the essence of their brands. As the storytelling landscape expands, the emphasis on authenticity and creativity will undoubtedly continue to shape the future of branded content.

Discover more about these initiatives and their outcomes at the BRANDED SHORTS official website.