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Muji “Tokyo Pen Pixel” 2018

Muji “Tokyo Pen Pixel” (2018) is a Muji commercial directed by 曽根隼人 for R/GA. It won one award: ADC 2018 Silver Cube Advertising — Art Direction / Motion - Single.

Muji pens are used to create a pixelated art installation of the Tokyo skyline, showcasing the pens' vibrant colors and the city's dynamic energy.

Video: MUJI 無印良品 on YouTube

Shot by shot

  1. A person's hands place several brown paper shopping bags with red Japanese text onto a light wooden table in a brightly lit room.© Muji0:00
  2. Two hands, one with green pens and one with pink pens, hover over brown paper bags in a bright, clean setting.© Muji0:03
  3. A white, translucent grid structure with small black dots is shown in a bright, minimalist interior space.© Muji0:10
  4. A person in a white lab coat places a blue pen into a clear, gridded shelf, holding several other pens.© Muji0:13
  5. A woman's hands with pink nail polish hold several pens, selecting one from the bunch in a bright, soft-focus setting.© Muji0:16
  6. A young man in a white shirt uses a pen to interact with a grid of colorful blocks on a transparent surface in a bright, minimalist setting.© Muji0:20
  7. A person's hand reaches into a display of colorful pens, selecting one from the organized rows in a store.© Muji0:22
  8. A close-up shot shows a grid of light blue and pink pen caps, each marked with "0.5", as they shift from right to left.© Muji0:26
  9. A wide shot of an empty, brightly lit art gallery with a large, colorful pixelated artwork depicting a city skyline on a white pillar.© Muji0:42
  10. A grid of blue, pink, and red circular pixels with "0.5" on them, some glowing, shift and change color on a dark background.© Muji0:51
  11. A close-up shot shows a wall of colorful pens, arranged in rows, with a dark silhouette of a person on the right side.© Muji1:13
  12. A wall of colorful Muji pens creates a pixelated display, showcasing vibrant patterns and abstract designs in a studio setting.© Muji1:16

Stills © Muji. Made by R/GA and 曽根隼人.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Muji pens create a pixelated Tokyo cityscape, highlighting color and creativity.

Tagline: “#TokyoPenPixel”

art installationpixel artcityscape transformationproduct as art mediumminimalist aestheticcolorful display

The cut

Length
118 s
Shots
52
Average shot
2.3 s
Format
mixed

What creatives use Muji “Tokyo Pen Pixel” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Muji “Tokyo Pen Pixel”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person's hands place several brown paper shopping bags with red Japanese text onto a light wooden table in a brightly lit room.© MujiTwo hands, one with green pens and one with pink pens, hover over brown paper bags in a bright, clean setting.© MujiA white, translucent grid structure with small black dots is shown in a bright, minimalist interior space.© MujiA person in a white lab coat places a blue pen into a clear, gridded shelf, holding several other pens.© Muji
    Frames from Muji “Tokyo Pen Pixel”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Muji “Tokyo Pen Pixel” in order, with its length, framing and what happens in it.

    A person's hands place several brown paper shopping bags with red Japanese text onto a light wooden table in a brightly lit room.© MujiTwo hands, one with green pens and one with pink pens, hover over brown paper bags in a bright, clean setting.© MujiA white, translucent grid structure with small black dots is shown in a bright, minimalist interior space.© MujiA person in a white lab coat places a blue pen into a clear, gridded shelf, holding several other pens.© MujiA woman's hands with pink nail polish hold several pens, selecting one from the bunch in a bright, soft-focus setting.© MujiA young man in a white shirt uses a pen to interact with a grid of colorful blocks on a transparent surface in a bright, minimalist setting.© Muji
    Length: 118 s · Shots: 52 · Average shot: 2.3 s · Format: mixed

  3. 03Ad ideas: every spot built on a minimalist aesthetic

    Before you present an idea, you need to know who has done it, and how.

    Muji “Tokyo Pen Pixel” is built on a minimalist aesthetic. Search the library by idea to see every spot that uses it.

    New Balance “Grey Days”© New BalanceAudi “Audi Rings”© AudiOpenAI “The Intelligence Age”© OpenAIHennessy “Board Game”© Hennessy
    New Balance · Audi · OpenAI · Hennessy

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Award-winning fmcg commercials

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Questions

Who directed the Muji “Tokyo Pen Pixel” commercial?

曽根隼人 directed it, for the agency R/GA.

Which agency made Muji “Tokyo Pen Pixel”?

R/GA created it for Muji (2018).

What awards did Muji “Tokyo Pen Pixel” win?

1 awards, including ADC 2018 Silver Cube Advertising — Art Direction / Motion - Single.

What is the tagline of Muji “Tokyo Pen Pixel”?

“#TokyoPenPixel”

Sources for the credits and awards

oneclub.org