The Launch of REI's Music Video '2OFUS': A New Era of CM3.0

On June 29, 2025, the vibrant music video for REI's new track '2OFUS' was unveiled, crafted under the creative guidance of to anyone, a Tokyo-based production house specializing in merging tradition with innovation. The song serves as a poignant piece from REI's R&B project, following her previous work under the alias 'KEPHA'. Recorded in Toronto and featuring a compelling sample of Grover Washington Jr. & Bill Withers' classic 'Just the Two of Us', this track is included in her upcoming EP titled 'TOKYOTOTORONTO', releasing just a day prior, on June 28, 2025.

A New Approach to Advertising: CM3.0

The concept behind the music video represents the second installment of to anyone's CM3.0 initiative, which seamlessly integrates brand storytelling into music videos without making it feel explicitly like advertising. The theme of '2OFUS' revolves around the nuanced dynamics of friendships that hover on the brink of romance, encapsulating a sophisticated and emotionally charged atmosphere.

By collaborating with three unique fashion brands, the visuals in '2OFUS' intelligently illustrate the relationship between the characters through their clothing, offering an organic promotional avenue for these brands, who are showcased in a way that enhances the narrative rather than overpowering it.

Behind the Scenes: Creative Insight

According to Shinnosuke Kuwabara, the president of to anyone, the track's lyrics poignantly explore the delicate balance of being 'more than friends, but not quite lovers.' This complex emotional landscape was translated into the music video through careful visual direction and styling. Each featured outfit enhances the cinematic experience, allowing the performers' personas to resonate more deeply with the viewers.

The rich theme was further accentuated by the thorough involvement of the director OZA, who expressed enthusiasm at the unique project. He noted, "When I first learned about the theme of an ambiguous relationship, I realized that finding the right balance between desire and restraint would be critical to the narrative. I aimed to visually capture emotional nuances through careful framing and stylistic choices."

Visual Aesthetic and Cross-Cultural Elements

Filmed against the urban backdrop of Tokyo, the music video's visuals juxtapose a modern aesthetic with nostalgic undertones, echoing the EP title's intersection of Tokyo and Toronto. This thematic duality manifests not only through the visuals but also in sound, whimsical of traditional Japanese influences reflected in contemporary music styles.

Credits and Collaborations

The video features the talents of REI and co-star NIKI, alongside a creative team, all contributing to the overarching story captured on screen. The clothing came from three innovative brands—Wisdom Tool, BRAINCHILD COLLECTIVE, and KINO THE KEI—whose styles contributed to the projection of character identities and moods.

- Artist: REI
- Cast: NIKI
- Director: OZA
- Direction of Photography: Byron
- Stylist: Hinako
- Hair & Makeup: Hinata Sakuragi
- Production Company: to anyone inc.

About to anyone

To anyone aims to generate new value by blending contemporary visual expression with a deep respect for traditional Japanese aesthetics. With projects spanning from brand building to film production, their mission is to amplify brand stories on a global stage while exploring innovative creative pathways.

For inquiries related to this project, please contact:
to anyone inc.
Contact Person: Shinnosuke Kuwabara
Email: info@to-anyone.jp
Website: to-anyone.com