Japanese clothing brand United Arrows have launched a teaser campaign promoting a new upcoming short commercial film made specifically for them directed by Gia Coppola. “Trench Trip” stars Kiko Mizuhara and Shuntaro Yanagi in the short film released on their dedicated micro site.
Granddaughter of Francis Ford Coppola and daughter of Jacqui De La Fontaine, Gia Coppola is less known for her direction than her acting roles. United Arrows however are no doubt hoping to cash in on the internationally renowned name synonymous with film making and trying to build some buzz up around it before it is launched next week.
Commercials that contain a narrative and actually draw the viewer into the action rather than a straight sales pitch are not as common in Japan as overseas where fashion brands often produce similar short films. The style does however fit the United Arrows brand which has a global presence and caters to different sectors from luxury to casual fashion. It will be interesting to watch the reaction on social network sites to see how much the film gets picked up. The 120 second commercial will be aired in full on March 2nd in Japan.
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Darrell is a native of the U.K. and has been in Japan since 2002. He consults on innovation and strategy at the 
