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MATERIA is a new luxury sake brand launching in Europe in 2021 and in Japan from 2022. As their creative and content agency &Ugo has developed the launch strategy which has seen planned experiential activity adapted into a digital campaign, to be more in tune with volatile restrictions and changing consumer behaviours around consuming food and drink.

The brand takes inspiration from Gutai, the post-war Japanese avant garde collective of artists. The first output from our collaboration is a beautiful series of content that heroes the product against a backdrop of elements relevant to the production of sake. "Water" is one of sake's three key ingredients and is therefore the lead image from the upcoming series, which will launch throughout the year.

Photo Baker & Evans    Set Design Johanne Mills    Food & Drink Styling Loic Parsot

Next → House of Peroni 2020/21