JKD

Created to celebrate Sapporo Breweries’ 100th anniversary, the project brought together employees selected through an internal open call to rap, in their own words, about the history and future of Sapporo Breweries and its affiliated companies — passing the baton from one person to the next.
The film premiered at the company’s anniversary event at PACIFICO Yokohama, where approximately 2,600 employees gathered.
With a project like this, the quality and character of the music were especially important to us.
Rather than creating something that simply felt like “music for a corporate event,” we approached every element — the track, rap, performances, recording, and mix — with the aim of making it stand on its own as a complete piece of music.
The production team brought together Director Genki Ito, Creative Directors Sumiko Sato and Hiroshi Yonemura, and Writer Hiroshi Kuyama — all former colleagues from our Wieden+Kennedy days.
The result is a five-minute music film shaped through a collaboration between a team deeply committed to craft in each of their respective disciplines.