4 Pines | Japanese Lager Ikigai Series
Service
Creative Production
4 Pines partnered with The Concierge Agency to create a six-part content series for its Japanese Lager, built around the concept of Ikigai — the Japanese philosophy of finding purpose and meaning in everyday life. The brief was to develop a storytelling platform that connected the brand to authentic moments of passion, craft and intention, told through the lives of real people.
Each episode profiled a Sydney-based creative, including an illustrator, photographer, ceramicist, tattoo artist, fashion designer and restaurateur. Their craft became the entry point into each story, unfolding through a simple, repeatable structure: the maker at work, a shared 4 Pines moment, and a reflective beat that connected their personal purpose back to Ikigai.
The visual language leaned into lo-fi realism, with warm tones, handheld camera work and documentary-style framing. Sound design was kept ambient and intimate, allowing the stories to feel grounded and unfiltered. The result was a series of human portraits that captured passion, ritual and everyday purpose.
Ultimately, the series positioned 4 Pines as a brand that celebrates community, creativity and connection. By tying the Japanese Lager to real people and real rituals, the content offered audiences an accessible, culturally relevant way into the product story. Rolled out across digital, social and on-premise environments, the series extended the brand beyond product — establishing a storytelling platform rooted in meaning and craft.
