The assignment was to make the same commercial Kikkoman makes every two years (and due to a nominal media spend was nowhere near wear out.) So we wondered, what if stuck with our existing “Stir Fry” commercial and used the money to tell a beautiful, long format brand story about the first Japanese brand to produce their product in heart of Mid-Western America?
Ultimately the client loved the idea. In part because documenting this story while some of the original parties were still alive felt important to them. And partly because we created a smart partnership with the Food Network and The Iron Chef to ensure it was seen. It also didn’t hurt that we had Oscar-nominated documentary director, Lucy Walker, on board to help out.
Dir. Lucy Walker