THE CHALLENGE
How do you launch a premium shaver in a saturated market where technical specs alone don't move consumers?
The Series 900 represents peak innovation, but the emotional connection was missing. We needed to transform a technical product into a symbol that resonates on a deeper level
THE CONCEPT
It starts with the target group. To capture attention and emotion in a crowded market, you need to entertain first.
Our insight: The target audience loves epic samurai films. These stories captivate them—embodying mastery, precision, discipline, and legacy. Most consumers don't even know Panasonic is a Japanese brand, yet they admire Japanese values.
So we built the concept around this: What if a man's daily shaving ritual became a cinematic moment of personal mastery, backed by the disciplined formation of samurai warriors?
This wasn't just borrowed aesthetics. Samurai represent the exact values that define both Panasonic's 100-year heritage and what their audience aspires to be. The concept connects consumers to the brand's Japanese roots in a way that feels authentic and aspirational.
THE SOLUTION
Deliverables:
// Cinematic film and comprehensive imagery
// 200+ assets in total
Production:
// AI character casting
// 37 AI tools and models deployed
// 10 custom LoRAs trained for character and product consistency
// Japanese teams ensuring cultural accuracy
// Human-led creative process from start to finish
Benefits:
// Higher production value
// Reduced lead times
// Lower carbon emissions than traditional shoots
THE IMPACT
// First global AI-driven campaign for a legacy brand of this scale
// Emotional differentiation in a commoditized category through epic storytelling
// Cultural authenticity meets cutting-edge technology
// Sustainable production with higher output, faster timelines, lower emissions
The result: Panasonic Series 900 elevated from technical product to cultural symbol. A campaign demonstrating how strategic AI storytelling drives purchase decisions by connecting emotion with innovation—while respecting heritage and pushing creative boundaries.
AGENCY // Aigency Amsterdam +++ CLlENT // Panasonic Europe +++ AI PRODUCER: Barbara Frequin +++ VIDEO ANIMATION/EDIT: Nitch Hiltgen +++ SYNTHOGRAPHY/FINAL RETOUCH: Marta Musial +++ SONIC DESIGN: Alain Governatori
