Jägermeister

Night Embassy

Japan is undergoing a cultural transformation, with its youth embracing new forms of self-expression. Tokyo's music scene pulses with experimental sounds, queer artists are finding stronger voices, and the underground fashion community is thriving like never before.

In partnership with Jägermeister, we embarked on an exciting creative campaign to spotlight these progressive movements. Our mission was to explore and showcase the evolving landscape of Tokyo's nightlife, positioning Jägermeister as a catalyst for change and progress.

We aimed to provide a platform for Tokyo's diverse communities during this transitional period, fostering an environment where creativity and individuality could flourish. By highlighting these emerging scenes, we sought to bring them into the mainstream consciousness and celebrate the city's journey towards a more inclusive, "fluid community."

Our campaign served as a bridge between tradition and innovation, offering a space for Tokyo's youth to express themselves freely and connect with like-minded individuals. Through this collaboration, Jägermeister became more than just a brand – it emerged as a symbol of cultural evolution and a champion for Tokyo's vibrant, dynamic future.

The Night Embassy, a renowned global event series, has graced major cities like Berlin, Moscow, Sao Paulo, and Johannesburg. Each iteration is uniquely tailored to its host city, with local creative board members selecting ambassadors to curate programs that showcase the city's distinct cultural identity.

For Night Embassy Tokyo, we focused on three interconnected communities: fashion, music, and queer culture. To guide this celebration, we appointed an influential creative board. Tatsuya Shimada, a respected stylist, represented the fashion community. Rapper KZM brought his expertise to the music scene, while dancer Koppi Mizrahi championed the queer culture segment.

These board members were chosen not only for their cultural influence and industry experience but also for their alignment with Jägermeister's philosophy and their strong ties to poweredby.tokyo. Their deep understanding of Tokyo's creative landscape ensured that the event would authentically represent the city's vibrant subcultures.

By bringing together these three symbiotic communities, Night Embassy Tokyo created a dynamic platform for cultural exchange and expression. The event highlighted the interconnectedness of fashion, music, and queer culture in Tokyo, offering a unique perspective on the city's creative pulse and fostering a sense of unity among diverse artistic circles.

We were tasked with creating a unique event for Jägermeister's Night Embassy series in Tokyo, one that would celebrate the city's distinctive character and its people. Our goal was to challenge the negative perceptions of nightlife and showcase a fresh direction for existing cultural scenes.

At the heart of the event were three ambassadors: artist Minori Murata, music collective Heaven, and performer/activist Labianna Joroe. Working closely with the creative board, we supported these ambassadors in developing and executing their program ideas from conception to completion.

The result was a vibrant, multifaceted celebration of Tokyo's creative spirit. The event featured an eclectic mix of live music, fashion shows, drag performances, and a ballroom. We also incorporated pop-up installations and food vendors, creating a diverse and engaging atmosphere. In total, over 100 artists contributed their talents to the event, making it a true showcase of Tokyo's cultural richness.

The fashion component of Night Embassy Tokyo played a crucial role in showcasing the city's vibrant and innovative style scene. Guided by Tatsuya Shimada, a respected stylist appointed to the creative board, this section of the project highlighted Tokyo's unique fashion landscape. Shimada's expertise and industry connections helped curate a program that reflected the cutting-edge trends and underground movements shaping Tokyo's fashion identity.

The fashion element likely featured avant-garde runway shows, interactive installations, and collaborations with emerging designers. It explored the intersection of traditional Japanese aesthetics with contemporary streetwear, showcasing the city's ability to blend cultural heritage with modern expression. By integrating fashion with music and queer culture, the event underscored the symbiotic relationship between these creative domains in Tokyo's nightlife and cultural scene.

The fashion show opens with a blend of traditional Japanese funeral rites and futuristic elements. A three-dimensional hologram serves as the portrait of the deceased, while the funeral altar features a PC fan and LED-illuminated ornamental flowers. At the altar's center, a coffin labeled "HUMAN" begins to glow, signaling the emergence of models in cyborg-inspired attire.

As the show progresses, models showcase a futuristic fusion of sustainability and digital technology. Outfits incorporate plants, meat-like materials, LED lights, and iPad bags housing NFT pets. PC components and virtual currency symbols adorn the garments, creating a striking visual representation of nature and technology intertwined.

The styling emphasizes the seamless integration of organic and digital elements, suggesting a new form of humanity - not fully robotic, but cyborg-like in nature. At the show's climax, the coffin rotates 180 degrees, revealing itself as a butcher's display case. Inside, a human figure lies as if being sold as meat, providing a thought-provoking commentary on the commodification of human life in a tech-driven future.

Night Embassy Tokyo's queer culture segment, spearheaded by dancer Koppi Mizrahi, celebrated the city's vibrant LGBTQ+ community. This portion of the event featured drag performances, ballroom competitions, and activist-driven discussions, highlighting the progressive voice of Tokyo's queer scene. By integrating queer culture with fashion and music, the project underscored the community's significant influence on Tokyo's nightlife and creative expression. This platform not only showcased queer talent but also promoted inclusivity and diversity, aligning with the event's goal of fostering a more "fluid community" in Tokyo's evolving cultural landscape.

Night Embassy Tokyo's music segment, led by rapper KZM, showcased the city's dynamic and experimental sound scene. This portion of the event featured live performances from a diverse range of artists, highlighting Tokyo's underground music community and emerging genres. By integrating music with fashion and queer culture, the project emphasized the interconnectedness of these creative scenes in Tokyo's nightlife. The music program included everything from avant-garde electronic sets to hip-hop performances, reflecting the city's eclectic musical landscape. This platform not only celebrated local talent but also positioned Tokyo as a hub for innovative and boundary-pushing sound, aligning with Jägermeister's vision of supporting progressive cultural expressions.

We developed a comprehensive digital strategy for Night Embassy Tokyo, anchored by an official website with a robust CMS. This system streamlined event registrations, information distribution, attendance tracking, and on-site pricing operations.

Our multimedia content package included a captivating hero video, introduction reels for the creative board and ambassador teams, a post-event recap video, and a collection of high-quality photographs. These materials effectively showcased the event's energy and diversity.

A primary objective was to introduce the creative board, ambassadors, and their respective communities - fashion, music, and queer culture - in an accessible and engaging manner. We crafted narratives that highlighted each group's unique contributions while emphasizing their interconnectedness.

Throughout our content, we emphasized Night Embassy Tokyo's role in uniting diverse communities within the city's renowned nightlife scene. We showcased how the event created a space where different identities and perspectives could coexist harmoniously, fostering a vibrant, inclusive atmosphere. This fusion of distinct scenes into a cohesive experience was presented as a key element of the event's appeal, reflecting the dynamic nature of Tokyo's cultural landscape.