"Ayase Haruka × LUMIX GM Gallery" Exhibition

Panasonic has been running a campaign for its new digital mirrorless camera, the "GM," since November. From November 21st to 24th, it held the "Ayase Haruka × LUMIX GM Gallery" photo exhibition featuring newly shot images of its image character, Ayase Haruka, at Space O in Omotesando Hills, Shibuya Ward, Tokyo. At the opening press event on the 20th, Shoichiro Hara, General Manager of the Consumer Marketing Japan Division, stated, "The GM, launching on the 21st, boasts the world's smallest body for a mirrorless camera while delivering high image quality and design. Its concept is 'The Art of LUMIX'. We want people to take beautiful, art-like photos." Ichiro Kitao, General Manager of the DSC Business Division at AVC Networks, Inc., stated, "We developed everything from scratch, including the shutter. We enabled lens interchangeability, equipped it with Wi-Fi, and focused on functionality. Going forward, we aim to contribute to the development of photographic culture through exhibitions featuring young photographers."

Ayase then appeared, and a short film was screened. It featured five commercials she starred in, along with scenes not shown in the commercials. Ayase commented, "We shot amidst the wonderful scenery of Aizu. I'm truly amazed at how beautiful the footage turned out. I want to take photos that capture the fleeting moments of joy and sorrow, the natural parts of everyday life, of the people around me."

 

The photo exhibition has now moved to the Panasonic Center Osaka within Grand Front Osaka (scheduled until January 21).

The commercial began airing on November 29th, primarily in the Kanto, Kansai, and Nagoya regions. A 60-second special commercial aired on the same day during TV Asahi's "Music Station 3-Hour Special." This commercial represents a first for Panasonic, featuring no explanations of functions or specifications and appearing without the Panasonic logo, except for the LUMIX logo.

Furthermore, from December 2nd to 16th, an entire Yamanote Line train (all 11 cars) was taken over. Similar to the photo exhibition, 600 photographs of Ayase were displayed in a gallery-style arrangement. The special commercial was also screened inside the train, conveying the world of the LUMIX GM to passengers.

Photos of Ayase, the commercials and short films, and scenes from the train takeover can be viewed on the LUMIX GM website.