How to Make a Hit Movie: Lessons from "Devilish Kanna" (Part 2) Kanna Hashimoto × Jun Tamukai × Oki Miichi

Kanna Hashimoto, known as the "angelic idol." She appears as a devil in Rohto Pharmaceutical's "Lip Baby Crayon" commercial (Devil Kanna Edition), showcasing a more mature expression than ever before. The bright and vivacious "angel" portraying a sexy and alluring "devil"—this contrast, along with the lighthearted, music video-like visuals, sparked a huge response and quickly became a hot topic online.

From the "viral hooks" woven into the planning stage, to the filming techniques that drew out her vibrant expressions, to the charm of top idol Kanna Hashimoto herself... Director Jun Tamukai, Kanna Hashimoto herself, and Dentsu Inc. planner Oki Miichi discuss it all. Here is the second part.

"I'm Kanna Hashimoto, the devil." Changing her name turned it into a parody video!

Miichi: In the first part, we mentioned how having Kanna-san, who has an angelic image, play a devil boosted buzz. But actually, we incorporated another buzz-worthy gimmick: the lyrics. We intentionally included the phrase "I am the devilish Kanna Hashimoto" at the beginning, structuring it so ordinary people could easily create parody videos by just substituting their own name.

Hashimoto: Wait, did you write those lyrics, Mr. Miichi!?

Mii: Yes, sorry about that (laughs). These days, anyone can easily shoot videos and share them on social media like Twitter or MixChannel. So when creating corporate videos, we consider "Does this video make people want to parody it?" as one key criterion. When parodied, what starts as a one-way corporate ad spreads organically within friends' circles as something relatable. For a "video people want to parody," I think it's best if it has thick, simple frames, feels slightly unconventional, and ideally allows viewers to create their own version by changing just one element. With that in mind, I specifically asked Hashimoto-san to sing her full name.

Hashimoto: I see. Actually, members of Rev.from DVL sent us parody videos right after the commercial aired. I heard lots of kids at my brother's school are taking selfies changing "Kanna Hashimoto" to their own names. There are tons of videos on YouTube too, and I really feel it's becoming a daily topic.

To create atmospheric footage, we doubled the song speed for lip-syncing

Mii: How was filming? Since we shot the "Mentholatum Kanna Edition" and the "Devilish Kanna Edition" back-to-back, I imagine it was pretty tough.

Hashimoto: It was super fun! Though I was a bit flustered the moment I entered the studio. "Huh? I have to walk on a treadmill?" "Sing while walking!?" (laughs). I was really worried about whether I could stay within the camera frame while constantly moving. Plus, for the "Devil Kanna Edition," we lip-synced to the song played at double speed.

Tamukai: That's right. It's a technique often used in music video shoots. By filming with the song sped up and then stretching it back to normal during editing, you get this dreamy, ethereal feel. The "Mentholatum" version was filmed at normal speed, so the movements are light and crisp. I think you can really tell the difference when you compare them.

Hashimoto: Before performing it, I thought, "There's no way I can do this..." I mean, singing at double speed while walking, moving, and making expressions (laughs). But when I actually tried it, it was surprisingly fun. Above all, the finished result was wonderful, and I was incredibly happy.

Creator's Perspective: The Charm of Kanna Hashimoto

Mii: What impressed me most was the sheer energy Kanna possesses. Even in a situation where she had to film for hours on a treadmill under bright lights, surrounded by dozens of crew members, she never showed any sign of her energy dipping. The power she brought when she arrived at the studio full of energy in the morning remained completely unchanged, lasting well into the afternoon. Whether it's youth, grit, or stamina, I felt an energy so immense it can't be explained by any single factor. It's just incredible. I was completely exhausted by the afternoon...

Tamukai: I was amazed at how Hashimoto-san knows exactly how to bring out every last bit of a girl's cuteness. Expressing that quintessential girlish charm is surprisingly difficult. I mean, a 16-year-old girl isn't going to sit around thinking, "What exactly is girlish cuteness?" But Hashimoto-san portrays a 16-year-old girl with near-perfect precision. I could tell she must have studied countless idols and put in tons of practice.

Mii: I agree. "Once in a millennium" isn't just luck—it's the result of hard work.

Hashimoto: Thank you. Since elementary school, I've consistently taken intensive lessons in dance, singing, tap, kimono dressing, and other fundamentals, so maybe that's paying off... When I first debuted, I was really bad at making expressions, but as I've continued working for years, I've gained more ease, and my work has become more and more enjoyable.

I have this strong fascination with mature, adult-like images. I'm still very much a kid myself, but precisely because I am, I find myself drawn to women who embody that mature elegance. I'd be thrilled if my portrayal in "Devilish Kanna" brought me even a little closer to that kind of woman.

Over 200 online articles and 60,000 retweets! A hit movie!

Mii: Mr. Tamukai, what were your thoughts when you saw the finished product?

Tamukai: It really made me appreciate how fascinating filming is. I originally worked in CG and motion graphics. That world was incredibly rewarding and captivating in its own right, but it was incredibly time-consuming. Creating a single character model could take dozens, even hundreds of hours of effort.

Filming, on the other hand, has this incredible impact—like if a real girl gives you a genuine smile in one take, it's done. That fleeting smile can feel like a miracle worth a thousand hours of CG work. Shooting with Hashimoto-san and seeing the final result made me appreciate the beauty of human charm and acting.

Mii: I felt immense joy watching the video get released and spread. Over 200 articles were published simultaneously with the airing, and the video was retweeted over 60,000 times, reaching a huge audience. What's more, ordinary students started sharing it as their own video, or even posting parody videos. It felt like everyday people were creating commercials for everyday people, and that made me incredibly happy.

Hashimoto: Hearing both of you talk today, I realized for the first time just how much thought and preparation went into this. I can't help but feel I was pretty well-manipulated in the end... (laughs).

After the commercial aired, it became a hot topic among my close friends. I even witnessed a group of girls who happened to be in the same elevator watching the Akuma Kanna video—experiences I'd never had before. At our live shows, lots of fans started coming wearing headbands with devil horns! I feel like the buzz is only going to keep growing. Thank you so much!