Hitachi Sustainable Finance Platform Reels
Following the success of mobile shot content on the Hitachi Global Instagram channel, we were briefed to film two Hitachi interviewees on their latest innovative project in a relatable, exciting and human-centric way.
The Project
Efrain and Kazuhiro partnered as the lead researcher and designer of the Sustainable Finance Platform - a digital solution that visualizes the quantitative impact of green investment, effectively becoming a countermeasure to greenwashing.
It was our job to tell this story in an effective way that would make Instagram audiences interested in the innovation to show the work that Hitachi is doing to take climate action.
Both Efrain and Kazuhiro are based in Tokyo so as the producer for this shoot, I started by sourcing a freelancer on the ground who would shoot the content for us. This project was managed remotely so it was important that the freelancer was able to manage the clients on the day, while shooting and directing the talent.
Through our team’s connections, we were put in touch with Conan, a great all-rounder and a local expert who managed the project beautifully.
The content was all shot on mobile to give the relatable and personable approach that we knew would be humanizing for the audiences. The footage was sent to me to complete the edit as our team had the understanding of what messaging and creative direction would drive engagement with the Instagram audience.
When promoted with paid media, the Reels performed exceptionally well and instantly drove channel growth.
I loved working on this project because it was great to see a project come together on the other side of the world that was produced by myself in the UK.
Work for Inkling Culture
The Results
6.8M
Impressions
21,369
Engagements
4.6%
Engagement rate by Reach
The Work
As a team, we identified the most exciting story which was that Efrain was a Columbian researcher who had travelled between Europe and Japan to complete this project, so we decided to shoot Efrain’s interview walking the streets of Tokyo to show how important his location was to the project.
The background shots of the streets of Tokyo were also going to be a strong hook for capturing Instagram audiences who are looking for something hyper-visual and purposeful.
Conan’s recommendation was to shoot Efrain in the finance district which is also surrounded by greenery and trees, tying in the storyline of ‘sustainable finance’ perfectly.
For Kazuhiro’s interview, we decided to shoot in Kyoso-no-mori, Hitachi’s Tokyo Research facility where he carried out the design of the platform.
It was important for the shooting locations of this project to give context to the storyline as well as drive relevancy for an effective vertical video that would sit on Reels - a platform where the viewer’s attention has to be captured within the first three seconds.