NSK

Global campaign for a manufacturer of machine parts, including bearings

We planned and produced the global campaign “__ with MOTION & CONTROL” for NSK Corporation, starting with “Running with MOTION & CONTROL” in 2020 and following it with “Connecting” and then “Drawing.” In 2023, under the theme of “Bouncing,” we were responsible for designing mechanisms and control systems as well as producing the finished video and graphics.

The campaign video showcases NSK’s role in providing MOTION & CONTROL across various applications through its proprietary mechanisms. It illustrates NSK’s push into the future, leveraging its ability to harness swift and accurate movements.

NSK stands out as one of the world’s leading bearing manufacturers, holding the third-largest market share in bearings globally. The company specializes in the bearings used in engines and motors for cars, trains, and aircraft, areas that demand exceptional precision and advanced technology. With its high level of technological expertise and product reliability, NSK has for many years been at the forefront of this industry.

“__ with MOTION & CONTROL” is a brand activation project based on NSK’s vision for its current advertising campaign. Underpinning this vision are two consistent themes: the creation of novel movements and the application of “MOTION & CONTROL.” These themes are embodied by Takram’s advanced engineering capabilities, which include prototyping, and NSK’s products. The campaign aims to highlight the brand’s core attributes by showcasing NSK components that typically remain out of sight in daily life—in this case, bearings—through the lens of engineering excellence.

The 2023 project on the theme of “bouncing” involved months of iterative ideation and the prototyping of a machine based on NSK’s Monocarrier. The aim was to build a mechanism that wasn’t just feasible from an engineering perspective but also showcased precise and visually appealing movements, creating a dynamic visual depiction of NSK’s technical prowess.

To realize the Bouncing project’s highly challenging idea of flying and controlling a ball in the air, a physics simulator and a control system were developed. By iterating with this software, we achieved extremely precise movements without resorting to CGI.