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Japanese Eyewear Brand Goes Global with 'Life Is What You See' Campaign

AOI Pro. Inc., 2 years, 3 months ago

AOI Pro.'s inspirational slice of life directed by Caviar director Bram Van Alphen for JINS

Japanese Eyewear Brand Goes Global with 'Life Is What You See' Campaign

Tokyo-based leading eyewear brand JINS had expanded into the U.S market this April with an ad campaign “Life is what you see”. Opposed to the robot-driven flagship store in San Francisco and it’s innovative eyewear technology, the ad organically taps into people’s important moments in life to appeal that what you see and how you see each moment in life, is what creates the life itself. 

Having made a successful, sensational shift in re-branding from a local celebrity endorsement TV ad to global branding, the campaign gained over 23 million views on YouTube in a month, and had raised 90% of employees’ motivation according to internal surveys.


Brand: JIN CO., LTD

Creative Agency

Copywriter: Tomohiro Nishijima (BASE)

Creative Agency: BASE CO., Ltd. / nanilani inc.

Creative Director: Takaaki Murase (nanilani)

Executive Creative Directors: Tomohiro Nishijima (BASE)

Planner: Tomohiro Nishijima (BASE)

Producer: (creative producer) KEISUKE FUTAKUCHI (nanilani)

Music and Sound

Music Production: Sonoor

Producer: Menno Van Riet


Online Editor: Antonio Marioni

Post Production / VFX

Colourist: Kene Illegems

Production Company

Art Director : Nuno Afra

Director: Bram Van Alphen

DOP: Daniel Bouque

Executive Producer: Kohta Kanki (AOI Pro.) / Jason Felstead (Caviar)

Line Producer: Daigo Honma (AOI Pro.) / Thomas Hofman (Caviar)

Producer: (creative coordinator) Jun Yoshikawa / Riki Sakai (AOI Pro.)

Category: Accessories , Clothing/fashion

Genre: Photography , Scenic , Storytelling