Turning Yamaha’s “Make Waves” promise into two warm, playful print executions — all about “Play Your Sound.”
Yamaha’s brand promise, “Make Waves,” needed a clearer public face. We pitched “Play Your Sound あなたの音を鳴らそう” and produced two print executions:
Illustrated score. Beethoven’s “Ode to Joy” becomes a staff of lively characters, each playing a note in their own style — a hidden wink for musicians and an instant smile for everyone else.
Logo-driven grid. A flexible layout system derived from the Yamaha tuning-fork emblem frames candid, film-like photos of creators making sound in real spaces. I led all visual design, illustration briefing and photographic art direction.
The campaign helped revitalize Yamaha’s brand image with a younger audience by focusing on authentic, individual expression. It was awarded at the 91st Mainichi Advertising Design Awards.