An Evening of Monozukuri

A Tokyo market-entry campaign for a live jewellery client, developed through direct briefing, presentation and feedback.

In The Fields Studios jewellery photographed outdoors

Brand imagery reproduced from the client materials and final pitch.

Client context

Completed in response to a live industry brief and refined through direct feedback from the brand.

Brand

In The Fields Studios

Discipline

International campaign & brand experience

Year

2026

Lead skill

Campaign strategy

Project context

01 / The challenge

The brand was exploring growth in Japan and needed an idea that could extend its reach while protecting the handmade character of the jewellery. The proposal needed to feel culturally considered, visually distinctive and realistic enough for the client to evaluate.

02 / The response

An Evening of Monozukuri centred on a proposed collection launch at Kiyosumi Gardens. A Takumi capsule, jewellery-making experience and collaboration with a Japanese indigo artist created the physical event, while editorial, social content and a dedicated Japan page carried the campaign beyond launch night.

My contribution

My role and contribution.

My role

I developed the campaign strategy, event journey, rollout timeline and market-entry logic. I also helped shape the name, cultural rationale, collaborator and digital continuation after the brand asked for greater specificity.

Working context

Developed within a three-person team in response to a live industry brief. I contributed to the client presentation, listened carefully to the feedback and helped turn those requests into clear changes for the final pitch.

Output

A client-facing campaign pitch covering market context, creative direction, collaboration, event planning, campaign phases and digital continuation.

Campaign strategyConcept developmentEvent planningTimeline planningVisual direction

Strategic rationale

Decisions behind the work.

Feedback-led refinement

The brand's request for greater specificity informed the final campaign name, creative partner, venue logic and rollout.

Local relevance

A Japanese creative partnership and a genuine connection to craft gave the proposed launch a credible place in the market.

Integrated launch system

The event was designed to generate the campaign story, launch content and longer-term interest in the capsule.

Project gallery

Selected campaign outputs.

Kiyosumi Gardens venue direction — Kiyosumi Gardens was selected for its relationship between design, nature and ritual.

Takumi collection visual direction — Indigo, glass, water and handwork were brought into one visual system for the collection and event.

Takumi jewellery capsule concept — The proposed capsule centred on precision, Japanese-sourced trade beads and the value of lifelong craft.

An Evening of Monozukuri event poster — The event identity translated the collection's tactile qualities into a client-ready launch mock-up.

In The Fields Studios social media mock-ups — Social content extended the physical launch through product, place and process-led storytelling.

In The Fields Studios Japan capsule website mock-up — A dedicated capsule page gave the campaign a clear digital destination after the event.

Continue through the portfolio

Next project

View all work

Official Bydee destination campaign photographed in a chateau

Project 02 of 05

The Bydee Grand Tour

Social & digital campaign

An eight-week destination campaign designed to support product discovery and keep customers engaged across four collection drops.

View next case study