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Their story started here
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our department thought our internal teams would handle this sort of thing - but after our discovery call, the penny dropped as to why we don't....
..I didn't think it was going to work for our brand, as I couldn't see a Japanese commercial anywhere - once it was explained that each commercial is created to our target customer, it all made sense.
The commercial brought roughly an extra £9,000 in the first month...
...after posting the commercial and getting 36k views with only a £200 marketing campaign and competition copyright behind it...
The creative is across our entire hotel's internal monitors, email campaigns and socials boosting professionalism and trust to our customers...
This commercial was produced for Sanjugo Angel with a clear challenge: the restaurant’s exterior didn’t reflect the quality, authenticity, or craft found inside. The solution was to lean into discovery - turning location and word-of-mouth energy into the hook.
The film opens at Angel Underground Station, immediately anchoring the story in a recognisable landmark and reinforcing how accessible the restaurant is. A group of young professionals meet, regroup, and head down a side street, visually mirroring the experience of being “let in on” a local secret.
Once inside, the pace tightens and the focus shifts to craft. Probe lenses and close-up cinematography highlight the precision, texture, and authenticity behind the sushi, deliberately contrasting the understated exterior with the quality within. The friendship dynamic keeps the tone approachable and social, reinforcing Sanjugo Angel as a go-to spot for casual meetups that don’t compromise on quality.
Built primarily for paid social and modular brand assets, the commercial was designed to work in fragments as much as as a whole. giving the brand a visual toolkit to drive awareness, credibility, and footfall in a competitive area.
Executed end-to-end by CommercialsGroup, the project reframed Sanjugo Angel not as somewhere you stumble upon, but somewhere you recommend.
The best places aren’t always the loudest - they’re the ones worth finding.