The fascination of Japanese sword the owner wants people to understand is the thing as art. He had to let visitors feel that sword is art.

The word, "SHUSUI," which is the part of the museum name, means clearly, honed mind. It also describes a spirit when a person faces a sword. The word is the complicated, unexplainable and peculiarly Japanese expression. He believed he needed to explain the real meaning to capture the sword as art and the branded film became a visual communication to achieve the task.

Our designers for the film sought until finding the way of how to visualize "SHUSUI" by hearing the knowledge of Japanese swords from the curators.

The film consists of the story and design for the viewers to capture the world of SHUSUI's mind intuitively. An ironstone becomes steel after heating and swordsmith forge it to enhance the toughness. The film expresses the process of the long way throughout it. Besides, it also shows the significance that the museum exists in Toyama prefecture by having reminiscent of sword patterns from a landscape of Tateyama mountain range in Toyama.

People watching this film understand the SHUSUI's mind and the museum of art succeeded in being very important sightseeing spot. It is a rare case that creates a branded film for a private museum of art in a local region, and it expands widely through the strategy. People from not only the region but outside of the prefecture visit the museum of art, and it makes the museum of art orgulous for the local people. It also turned out to be a trigger that people think Toyama as the product District and builds the cornerstone of an appeal of Japanese sword as art.