Mikey Matcha House

Fillet Studios led the creative direction and production for the launch of a matcha pop-up brand, crafting a campaign that positioned the experience as both ritual and cultural expression. At the center was a hero teaser film, designed to build anticipation through restrained pacing, tactile detail, and an almost meditative rhythm—supported by two cinematic short reels that translated the brand’s identity into digestible, high-impact moments for digital platforms.

The visual language balanced minimalism with intention: every frame stripped back to its essentials, yet layered with references to ritual, art, and sound. Matcha preparation became a performance. Precise, deliberate, and intimate. Mirroring the brand’s deeper connection to culture and craft. This was paired with a high-fashion sensibility, where lighting, composition, and styling elevated the product into an object of desire within an urban context. The campaign ultimately delivered a modern interpretation of matcha culture: one that feels rooted yet progressive, where tradition meets contemporary city life, and ritual becomes a visual language for brand identity.