Nami Kin Ko
Nami Kin Ko, filming a feeling, not a product
The challenge: what Nami Kin Ko set out to achieve
Nami Kin Ko sells an anti-stress ritual in four objects, a ceramic cup, a fan, a notebook and a silk scarf, inspired by kintsugi, the Japanese art of repairing with gold.
The benefit is sensory: the texture, the repeated gesture, the breath. None of that comes across in a packshot.
The target audience, anxious and sensitive people, does not respond to promotional messaging: it responds to calm.
An anti-stress object sells poorly with the usual product video codes: loud music, fast cuts, flashing text. That is exactly what the audience is trying to escape when buying this kind of product.
The brand also needed content that could explain kintsugi without turning into an art history lesson, in a few seconds and without a voiceover.
What we put in place
We filmed the gesture, not the object.
ASMR sequences in very tight shots: the breeze of the fan, the pen on the notebook, the silk sliding, the ceramic cup cradled in the hands.
Slow pace, carefully crafted sound, no aggressive voiceover: the opposite of the usual e-commerce video codes.
TikTok and Instagram versions focused on desire, with hooks that name the feeling before naming the product.
The shots were filmed in vertical 9:16, in soft light, with close-miked sound so that every noise counts: the rustle of the silk, the paper of the notebook, the ceramic set down on the table.
The hook is not a slogan but an image. The first two seconds show a slow, precise gesture that stops the scroll by contrast with everything around it in the feed.
The on-screen text stays short and understated, designed to be read in silence, since part of the audience watches with the sound off.
The videos we produced
Click to turn on the soundWhat it delivered
Content that conveys the feeling a photo could not convey.
A video identity consistent with the brand's kintsugi universe.
Formats reusable on the online shop and in ads alike.
Two videos can be viewed on this page. They work equally well as organic posts on TikTok and Instagram and as ads, and can be reused on the shop's product pages.
The “As seen in Gala” mention at the top of the page refers to the editors' pick the brand earned. It was built into the content as proof of credibility; it is not a result attributable to the videos.
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