Staying true to 135 East Gin’s DNA was essential, as the brand embodies the energy of the Japanese night. Japan is a land of contrasts, where tradition meets modernity in striking ways. We captured this paradox by showcasing the meticulous craftsmanship of Japanese bartenders against the backdrop of city lights in cyberpunk-style neighborhoods. This blend of traditional and modern elements allowed us to create content that resonated with the spirit of 135 East Gin, celebrating both the deep-rooted cultural heritage and the vibrant, futuristic energy of Japan’s urban nightlife.
Managing the shoot required careful preparation, especially considering the cultural differences and communication nuances in Japan. Working closely with Japanese photographers and understanding their workflow was key to ensuring a smooth process. We also made sure to communicate effectively and respectfully with bar owners, recognizing the importance of building trust and maintaining diplomacy to avoid any misunderstandings. Balancing the cultural elements with our creative vision allowed us to create content that was both authentic and respectful, while also being dynamic and engaging.
