What is the role of human craft in the age of AI? We worked with The&Partnership agency in London to create an experimental 60,000 hour film for Lexus. In the West, it’s commonly noted that it takes 10,000 hours to master a craft, but in Japan, they take mastery to the extreme. To become a Takumi (master craftsperson), it is said to take 60,000 hours of training. For this project, we profiled 4 Japanese craftspeople, who are currently at different stages of that lifelong pursuit of mastery. (Don’t worry, there’s also a 54 minute edit, in case you can’t spare 30 years to watch the whole film.)

Produced by Saville Productions