Our Reel
EN
TDK blends its heritage of craftsmanship with forward-looking innovation to create technologies that quietly improve everyday life. In 2025, the brand introduced the concept “In Everything, Better,” reflecting a renewed commitment to building a smarter and more sustainable world. UltraSuperNew supports this evolution by partnering with TDK from strategy through execution. We develop communication frameworks, design initiatives, and create social-led content that expresses TDK's innovation and human side to a broad audience, including younger generations. At the World Athletics Championships Tokyo 25, we highlighted TDK's contribution to human achievement through the World Record Programme and on-site activations. At CEATEC 2025, we produced video and social content that made advanced AI and sensing technologies accessible and inspiring. Through TDK's partnership with the Porsche Formula E Team, we communicate how the company's magnetic, energy, and sensing technologies help shape the future of sustainable mobility. UltraSuperNew supports TDK's communication across sports, exhibitions, mobility, and other key areas, helping the brand share its value and vision with diverse audiences.
- PROJECT -
For TDK's activation at the Formula E Tokyo E-Prix, we built a campaign around a single idea: the technology that powers the world is hidden inside the things we use every day. Together with TDK and Porsche, we brought that invisible technology into view through a connected system of film, environment, and augmented reality, on the ground at Tokyo Big Sight and across social.
Large format wall graphics extended the key visual into the physical space of the venue, giving the activation a bold, unmistakable presence and drawing visitors into the experience.
The visual anchor for the entire campaign. A single, technology forward key visual united the Porsche Formula E car with TDK's "within" story and set the design language carried across every touchpoint, from the venue to film to AR and social.
The centerpiece AR experience. By pointing their phone at the object, visitors could see through its surface to reveal the TDK components working invisibly inside, making the campaign idea tangible in a single gesture. A WebAR experience anchored to a physical pedestal display, letting visitors explore branded content in three dimensions around a real object, with no app required. A collectible card that triggered a WebAR experience on scan. Designed as both an interactive key and a keepsake, it rewarded visitors and extended engagement after the event.
A hands-on driving simulator let visitors take the wheel and feel the thrill of Formula E firsthand, turning brand contact into a memorable, physical moment on the show floor.
