Science in Sport (SiS)
Brand Film Production for the Japanese Market

Background

Science in Sport (SiS), a sports nutrition brand founded in 1992, planned the production of a brand film as part of its full-scale entry into the Japanese market. The theme the client set forth was to portray “Science” not as a story about laboratories and ingredients, but as the community of people who keep running. A global reference shot in LA already existed, but what was sought was not a remake, but a locally original film that captured SiS naturally existing within Japan’s running and cycling culture.

Strategy & Execution

LaCrèta produced the entire project from planning to post-production. In interpreting the brief, we rejected advertising-style direction and emotionally driven narratives, instead choosing a documentary-touch approach of “quietly telling the story.” Not praising effort, not boasting success, but simply capturing the atmosphere of people who keep running. That was the creative foundation of this film.

For the featured communities, we cast TOKYO BAY RC, a running club in the Tokyo Bay area, and Team MishMash, a road cycling club based in Tokyo. Filming took place over two days in central Tokyo (Gyoko-dori, Uchibori-dori) and Chiba (Urayasu General Park, Mount Kano), making use of natural light from early morning.

The script was developed into multiple Japanese versions from the original English script, with the final version confirmed through close collaboration with the client. The deliverables included a Hero Film (180 sec), Behind the Scenes (60 sec), various cut-down edits, and a photo asset package of over 50 stills.

Outcome

The completed brand film and asset suite have been published across SiS’s owned media channels. Content was designed with future social media deployment in mind, and each asset will continue to be leveraged for ongoing communications. Building a tangible connection between SiS and Japan’s running and cycling communities through the shoot was also a key objective.