4 Pines: Japanese Lager Ikigai Series
Service
Creative Production
4 Pines partnered with TCA to create a six part content series for its Japanese Lager. The brief was to build a storytelling platform that explored the idea of Ikigai, the Japanese concept of a “reason for being”. The goal was to connect the brand to authentic moments of purpose, passion, and craft, told through the lives of real people.
Each episode profiled a different creative from Sydney including an Illustrator, photographer, ceramicist, tattoo artist, fashion designer and restauranteur. Their craft formed the entry point into the series; each story moving through a simple structure – their craft, the 4 Pines moment, and a moment of reflection that tied their purpose back to the idea of Ikigai. The visual language drew on lo-fi realism with warm tones, handheld motion, and documentary style framing. The sound remained ambient and intimate. The result was a human portrait of passion and everyday purpose.
The series positioned 4 Pines as a brand that celebrates community, creativity, and connection. The content offered audiences a relatable way into the Japanese Lager story by tying the product to real people and real rituals. The work extended across digital, social, and on premise environments, giving the brand a culturally relevant storytelling platform that enriched its presence beyond product.
