INFINITI The Makers: Celebrating Japanese Artisanship and Timeless Craftsmanship
INFINITI’s four-year documentary series, “The Makers,” is a heartfelt tribute to Japan, its skilled artisans, and the timeless beauty of their craftsmanship. Created in collaboration with Publicis Q Japan, this docu-series has been showcasing some of Japan’s finest artisans and their exceptional work.
For the past four years, INFINITI has celebrated Japan’s rich artisan culture through “The Makers,” highlighting traditional crafts such as Asahiyaki (tea pottery), Kioke (wooden barrels used for fermentation), Chazutsu (traditional tea canisters), Kirigami (three-dimensional paper art), and Washi (Japanese papermaking). Each episode features artisans from around the world who blend traditional techniques with modern materials, redefining these crafts.
Filmed across various locations including Tokyo, Kyoto, Beirut, Mexico City, Hamilton in Canada, and Taipei, “The Makers” crew has traveled over 65,000 kilometers to underscore INFINITI’s deep connection to Japanese craftsmanship. This extensive journey has distinguished INFINITI as a brand deeply rooted in Japanese art and tradition.
Erick Rosa, Chief Creative Officer at Publicis Q Japan, explains the series’ genesis: “It’s no secret that Japanese history, craft, and heritage have massive allure outside of Japan. To celebrate that culture and open a window to the soul of the INFINITI brand, we loved the idea of making a series that shines a light on the most beautiful design ever seen, while drawing a direct parallel to the craft and detail that goes into every INFINITI.”
Now in its fourth season, “The Makers” has produced 22 episodes over 48 months. Each season dives deep into what makes Japanese craftsmanship and the INFINITI brand’s DNA unique, enhancing brand perception to unprecedented levels. Antoine Malin, Global Marketing Manager at INFINITI, emphasizes, “With each season of The Makers, we aim to create a long-lasting impression of the INFINITI brand, which is rooted in the best of what Japanese craft is. It’s a story so rich and so layered, it will take years to be told. Each season offers a deep dive into what makes Japan’s craftsmanship, and the DNA of our brand, special.”
The series has been localized in six languages, reaching over 6 million people to date. The widespread appeal of “The Makers” reflects the global fascination with Japanese craftsmanship and the meticulous attention to detail that INFINITI embodies.
In conclusion, “The Makers” is more than just a docu-series; it is a celebration of the artistry and dedication that define Japanese craftsmanship. By showcasing these timeless crafts and the modern techniques that preserve them, INFINITI not only honors Japanese artisans but also reinforces its brand’s commitment to quality and tradition. Through “The Makers,” INFINITI invites viewers to embark on a captivating journey, exploring the essence of Japanese craftsmanship and the soul of the INFINITI brand.
4o
