How to Make a Hit Movie: Lessons from "Devilish Kanna" [1]How to Make a Hit Movie: Lessons from "Devilish Kanna" (Part 1) Kanna Hashimoto × Jun Tamukai × Oki Miichi
Kanna Hashimoto, known as the "angelic idol." In Rohto Pharmaceutical's "Lip Baby Crayon" commercial (Devil Kanna Edition), she portrays a devil, revealing a more mature expression than ever before. The bright, vivacious "angel" playing a sexy, alluring "devil"—this gap, along with the lighthearted, music video-like visuals, sparked a huge response. Simultaneously released with a limited-edition web movie, it was featured in over 200 online articles, including Yahoo's top page. On Twitter, the video was retweeted over 60,000 times, and the product sales target was exceeded by 200%, creating a whirlwind of excitement.
From the "trick to generate buzz" woven into the planning stage, to the filming techniques that drew out her lively expressions, to the charm of top idol Kanna Hashimoto herself... Director Jun Tamukai, Kanna Hashimoto herself, and Dentsu Inc.'s planning director Oki Miichi engaged in a wide-ranging discussion. We present the content in two parts.
That Angel Turns into a Devil! Creating High-Newsworthiness Concepts
Mii: "Lip Baby Crayon" is a "tinted lip cream" targeting girls from junior high through college. Its defining feature is its range of sophisticated, alluring shades. It's a slightly dramatic product, the kind you use when you want to make yourself look special.
Casting Kanna Hashimoto was the client's request. After conducting their own image survey, there was overwhelming support for "Kanna Hashimoto as the next Mentholatum character." Initially, the brief was something like "We want an ad where the cute Kanna-chan has a more grown-up vibe."
Personally, I felt that an ad featuring a mature Kanna would certainly work, but I also thought it might feel a bit lacking—that it alone wouldn't generate major buzz. I wondered what we could have Kanna-chan, whose "too angelic" image is so established, do to spark conversation. That's when I arrived at the counterintuitive idea: "the devil."
Hashimoto: I never imagined I'd get to play a devil in a commercial. That's precisely why it felt incredibly fresh to me. I was really surprised when I got the offer.
Mii: "An angel becoming a devil" is inherently impactful—it's a topic that easily becomes news. I thought that just having Hashimoto-san dance and sing as a devil at the center would spread throughout the world.
But I didn't want it to just be a flash in the pan, like fireworks that fizzle out quickly. I felt we needed communication with staying power, something people would find addictive and watch repeatedly. That's why I reached out to Jun Tamukai. I was searching for "the person best at directing cute, addictive visuals," and that's how I found him. I was nervous, thinking, "His fee must be high..." but I asked him anyway.
Tamukai: Not at all (laughs). When I saw the storyboards, I immediately thought, "This will be tough, but the goals are clear." My job was to draw out a kind of mature cuteness in Hashimoto-san that no one had seen before. That's when I thought, "Let's have her walk on a treadmill."
Direction Storyboards by Tamukai
Having her "walk" brought out a more alluring Kanna Hashimoto
Hashimoto: What changes when you shoot while walking?
Tamukai: You capture expressions that only exist within movement. An adult actress knows how to move and present herself seductively; she can embody it instantly. But Kanna-san is still a teenage girl. I had to draw out expressions and gestures even she herself wasn't aware of. Walking as a movement brings out motions and expressions the performer hasn't experienced before—ones she doesn't inherently possess.
Also, feminine body movements tend to come out more easily when twisted. Just turning her head sideways to look at the camera while walking makes her appear alluring. Occasionally breaking eye contact with the camera or looking in the opposite direction of her movement creates sidelong glances and wistful expressions.
Hashimoto: I see. Hearing that reminds me of the "Mentholatum Kanna" commercial we shot before the "Devilish Kanna" one.
Mii: That's the "Lip Baby Fruit" commercial. We had Hashimoto-san play the Mentholatum character, walking as cutely and idol-like as possible.
Hashimoto: Yes. The fruit shoot wrapped up surprisingly quickly.
Tamukai: That was perfect. It was incredible (laughs). I think the "Mentholatum Kanna" shoot went so smoothly because it relied entirely on the natural movements and expressions Hashimoto-san already possesses. On the other hand, the "Devilish Kanna" shoot required me to express a side of myself I hadn't experienced before. That's why it took more time and required many retakes.
Mii: It took time, but as a result, we were able to capture that fresh, alluring charm emerging from her unfamiliarity. During filming, I was surprised thinking, "She can make expressions like that too!"
Tamukai: Video viewing habits have changed drastically now. If it's boring, people skip it immediately. That's precisely why incorporating irregular elements that don't fit neatly into storyboards or proposals makes something more compelling to watch. If you only include elements that fit neatly on paper, it's harder to create a hit. I believe it's crucial to eliminate predictable harmony and instead capture the performances and stories that emerge from the unpredictable.
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Author
Kanna Hashimoto
Born in 1999. Member of the dance-vocal idol unit "Rev.from DVL". In 2013, she became a major internet sensation, dubbed "a once-in-a-millennium talent" and "an angelic idol". Currently, in addition to her activities as a singer, she is widely active in commercials for numerous major companies such as "Rohto Pharmaceutical," "Nissin Foods," "Jutaku Jōhōkan," "NHK," and "Megmilk Snow Brand," as well as TV dramas and variety shows. In 2015, she won the "26th Japan Jewelry Best Dresser Award" as its youngest recipient, drawing significant attention. Furthermore, she took on her first leading role in the Kadokawa Pictures 40th Anniversary film "Sailor Suit and Machine Gun: Graduation," released in March 2016, and is now actively pursuing a career as an actress.
Jun Tamukai
Born in 1980. After graduating from Tama Art University's Graphic Design Department, joined E. and worked as a graphic designer for two years. Subsequently moved to Caviar, directing music videos and commercials as part of the video director unit tamdem. Freelance since August 2011.
Oki Miichi
Dentsu Inc.
First, engage with people in their daily lives to understand things firsthand. Consider what and how to communicate to best convey value. Study media to determine where and who can best deliver that message. Work alongside PR professionals. The more you focus on the core work, the broader your scope becomes—but scope alone isn't enough. To maximize impact, creativity is paramount. That's my belief. I've also received various awards.
