Asahi Takes You on a Journey of Taste in Spot from CANADA and dentsumcgarrybowen

For the latest campaign of Asahi, CANADA director Lope Serrano guides you through a glorious feast for the senses. What started as a simple idea of the main character walking through a Japanese world, ended up into an edgy surreal rollercoaster with metaphoric elements of Japanese culture and the beer. The film was shot together with Shelter Films.

Lope comments: "It was shot in Kiev one month before the Russian invasion. Nothing apparently suggested the proximity of the war. It’s hard not to feel a sort of strange guilt for acting with normality in a country that was immediately attacked by Putin. Anyway, the experience was good and also the memories that I preserved from then.

"It was a pretty straightforward project. The narrative and acting tone required were very clear from the very beginning and my goal was to cover as much as I could of the reactions to the acting and the perspectives of the sets so I would have the maximum of choices in the editing room.

"Working with Kasper Tuxen was, again, an honour and a pleasure. And it was also the first time I worked with Olly Williams, PD. I loved it. He is a hard-working man, delicate, smart and funny in equal amounts of intensity.

"The main creative intention here was to make the changes as light and transparent as possible so the reaction of the character and the reaction of the audience would be aligned in the same intensity and timing. In other words, the goal was to make the transitions work with just simple and clever cuts rather than with heavy and ostentatious set transformations. This lightness in the transition device affected directly and positively the script because it expanded the range of possibilities regarding sets and the connections between them (since everything was simpler to explain)."