Mr+Positive: “Japan Is Becoming a Hub for Global Creativity”
“Japan is buzzing right now,” Peter Grasse, founder and executive producer at Mr+Positive, tells LBB’s Sunna Coleman. “It’s really transformed as a production destination.” Its blend of cultural appeal, universal shoot locations, cost-efficiency and bilingual talent, are fast making Japan an exciting production destination to look out for.
In this interview, Peter reflects over his highlights of the past year, how he’s developed professionally and personally, and why more filmmakers are choosing Japan to tell universal stories.
LBB> Looking back over 2024, what would you say have been some of the overall biggest production themes and trends that emerged across Japan and/or the APAC region?
Peter> Every day, we welcome new foreign directors or DOPs eager to visit Mr+Positive's offices and share a drink at our fave spots in both Harajuku and Azabu. This often leads to them coming back again to collaborate on projects with artists, bands and brands in toe.. Even as we continue to navigate the challenges of tight budgets and demanding schedules we really enjoy the positive camaraderie we can offer in Tokyo.
Despite a sea of small potatoes, Mr+Positive had the privilege of working on the two biggest projects in our career (-196 for Suntory and QX80 SUV Walkaround for Infiniti) with an incredible overseas agency and fantastic local client. The massive set build and the remarkable talent on the Suntory shoot truly stood out.
Japan’s growing global popularity also introduced us to some incredible opportunities, such as working with musicians like Beabadoobee for Park Pictures and buying a whole tuna for our Sapporo wrap party. On the other end of the spectrum, we’ve supported young, aspiring directors – like making a fresh Straight 8 film every year and supporting a NYU student filming their senior thesis in Tokyo. Honestly, every project brings a chance to meet someone new, share creative energy, and celebrate at a wrap party. It’s an exciting time, and we’re loving every moment of it.
LBB> How does this compare to what is happening globally?
Peter> While I keep an eye on global trends, I’m deeply focused on delivering exceptional work for those who trust us with their projects. That said, the AI buzz has definitely been a distraction. There’s a lot of talk about how it might reshape production, with clients and agencies experimenting with creating work entirely in-house using AI tools.
However, I see AI as just another tool in the filmmaker’s kit and in many cases, is what we all simply called VFX in years past. It reminds me of when VR cameras were first introduced – they seemed futuristic but ultimately became just one of many tools we use. I welcome new technologies if they enhance creativity, but at Mr+Positive, we’re committed to the tactile, human side of storytelling. That’s what stands out in the analog Super 8 film we bring to Cannes every year – and this year's shaping up to be our best!
LBB> For you personally, which of those was the most exciting development and why?
Peter> Personally, I’m thrilled about the incredible strides we’ve made in training young bilingual crew. At Mr+Positive, we’ve created opportunities for fresh faces to thrive in production. There’s something about bilingual talent raised in Japanese culture that makes for exceptional crew members – they bring an unmatched combination of professionalism, creativity and adaptability.
Once limited to shooting pagodas and sumo wrestlers, Japan is now recognised for its ability to double as various locations worldwide. Productions that might have previously shifted to Southeast Asia are now choosing Tokyo instead. This is thanks to our professional expertise and Tokyo’s remarkable capability to replicate various parts of the world, supported by our growing range of diverse locations and casting options.
LBB> How did Mr+Positive evolve over the last year?
Peter> This year we opened a second office in Harajuku, complementing our flagship Mr+Post-production suite under Tokyo Tower. Additionally, along with spearheading the American launch campaign for Suntory -196, one of our proudest achievements was being acknowledged as the Japanese service company behind Booba’s 6G music video. Additionally, Mr+Postiive was honoured with the prestigious Shots Music Video of the Year: Asia-Pacific award. This recognition highlights the exceptional talent at Mr+Positive in Tokyo and our unwavering determination to service our overseas clients and create outstanding work.
We also reached new creative milestones, including pioneering new car mounts on the bustling streets of downtown Tokyo and securing exclusive access to film the tuna auction for Sapporo. We completed our inaugural XR studio shoot at Sony’s new virtual Tokyo studio, hosted Asia's first YDA screening in Tokyo, collaborated with some of the world’s most renowned photographers, and expanded our involvement in events for both Marvin Magazine and luxury holiday brand showcases in Ginza. Each of these endeavors underscored the immense value of the positive collaboration and boundless creativity that drives our team.
LBB> How did you develop both professionally and personally over the last year?
Peter> Professionally, I learned to trust my team more deeply, giving them the autonomy to grow from experience – both good and bad. One memorable professional highlight was leading a massive commercial campaign across Japan, China, Thailand, Vietnam and Pakistan.
Personally, becoming an empty nester gave me a fresh perspective. With my son leaving home and my daughter about to graduate from college in London, I feel like a new man, ready to embark on new adventures, like joining a heavier band which gave me a new creative outlet, allowing me to step into a new bass-character and have a bit of fun outside work.
LBB> How do you feel coming into 2025, and what is your overall vision for the business?
Peter> 2025 kicked off with a bang. In January, we serviced a K-pop music video and quickly filled our February schedule with exciting projects. Many of these shoots use Japan’s flexibility to mimic locations from around the world, showcasing Tokyo as a new production destination in the region.
We’re also thrilled about our new partnership with Pony Show Entertainment in Hollywood, representing directors like Spike Lee, Luc Besson, Alec Berg, Colin Trevorrow, and Chris Columbus in the Asia-Pacific region. It’s an exciting new chapter for Mr+Positive.
LBB> What makes Japan an exciting production space for 2025?
Peter> Japan offers an incredible blend of cost-efficiency, professionalism and cultural appeal. What excites me most is how we’ve become leaders in training bilingual crew, pioneering new production techniques and providing world-class post-production services.
Japan is no longer just a place for “local” Japanese stories – it’s a hub for global creativity. Filmmakers come here to tell universal stories and we’re proud to make that happen.
LBB> Which trends do you predict will grow or fade this year?
Peter> AI will likely continue to dominate conversations, but I believe its novelty will wear off as we integrate it into the toolkit like any other technology. What excites me more is the strengthening dollar, which could make Japan an even more appealing production destination.
LBB> What do you hope to see in 2025?
Peter> I hope to see great scripts, visionary directors and talented artists creating groundbreaking work in Japan. At Mr+Positive, we’ve built a legacy of delivering top-tier productions and we’re eager to take on challenges that push those boundaries.
LBB> What is the key message you’d like to end with?
Peter> I don’t want to sound boastful, but I’m incredibly proud of what we’ve achieved in Japan over the past decade. We’ve turned “impossible” into a positive pragmatic – “how can we make it work?” – bringing people together to create exceptional work.
At Mr+Positive, it’s all about the people – young, talented and enthusiastic individuals who inspire me every day. I’m grateful for the challenges, the camaraderie and the opportunities to collaborate with like-minded creatives. 2025 is another chance to share this incredible journey with more great people and continue contributing to this incredible city and magnificent society to which I am forever grateful.
