A new name had to feel instantly familiar.

As Hitachi Power Tools transitioned to HiKOKI, the film needed to introduce the new brand while retaining the recognition, reliability and professional character associated with its products.

The concept originated at The Line. As director, I worked with the agency to develop that concept into a branded film built around the people behind the tools and the professionals who ultimately use them.

Location was fundamental to the storytelling. Each product needed an environment that immediately communicated its purpose and audience, moving between development, craftsmanship and real-world use without losing the identity of the overall film. The characters were approached in the same way: from the people developing the products to those relying on them in their work, each had a specific place within the narrative.

Visually, the products needed to feel engineered, dependable and cinematic without becoming disconnected from the environments they were designed for. Product photography, location, natural light and movement were therefore developed as part of the same visual language. On several shooting days, working around the setting sun became part of the challenge, but also gave some of the imagery its atmosphere and depth.

The final film brings product, people and brand together under the new HiKOKI name. A strong voice-over carries the narrative, while the imagery gives the products the confidence and credibility the brand needed to communicate to its professional audience.