Audible
Ambassadors | Skill-Up: Hideki Yashiro

Audible Japan was looking for a fresh approach to communicate the emotional benefits of using Audible on the phone. At the time, audio books were still very new to the Japanese market. The three pillars of benefits using Audible were identified as a) entertainment b) relaxation and c) for skilling-up. Each pillar was associated with a Japanese celebrity.

My role in the project started in development and ended in the delivery. During the development phase, I pitched numerous ideas that fit the client strategies to the client marketing director. Once the ideas were refined and approved, I worked with the client creative director to further consolidate the idea and wrote the copy. In the production phase, I worked with the client creative director and producer. As a director and producer, I employed a production company to manifest and deliver the creative.

The creative concept was borne out of a simple message: Audible enriches the listener’s inner-life. The copy for each pillar is specific for that purpose: entertainment, relaxation and skilling-up.

In terms of the VFX, as the inner world for each talent is constructed in 3D (not a simple 2D flat image), the camera movement in the studio and the talent’s actions were meticulously timed and tracked.