Troubled Watersin Berlin

Inspired by my international background and experiences between Berlin and Tokyo, I explored how visual communication can move beyond cultural stereotypes and create campaigns that resonate across cultures.

Through my research on German-Japanese campaigns, I analyzed how elements such as functionalism or the Bauhaus philosophy interact with Japanese concepts like ma (negative space), asymmetry, and emotional storytelling to form new visual identities.

Based on these findings, I developed a fictional transcultural campaign for the Tokyo-based brand Troubled Waters with the concept "Evoking Tokyo through Berlin." The project included a photo & video shoot, lookbook, poster, and marketing materials for a conceptual Berlin pop-up experience.

This project proved transculturality to be more than a theoretical concept since it can be applied as a practical creative strategy. By doing so, companies can build globally relevant and culturally informed brand identities in today's interconnected world.