EASTERN EFFECT:
the impact of asia on the west
from k-pop to anime, from dramas to trends, from cinema to global industries — Eastern Effect investigates the silent yet powerful influence of eastern culture on western society.
through three episodes — music, streaming, and fashion — the documentary examines how the cultural production of china, japan, and south korea reshapes aesthetics, consumption, and identity among younger generations. what was once niche has become mainstream and what was once distant now defines how we dress, listen, and connect.
we developed the complete visual identity and creative direction for Eastern Effect: The Impact of Asia on the West, a long-term documentary project that investigates the silent yet powerful influence of eastern culture on western society — with a special focus on brazil, home to the largest japanese community outside of japan.
developed over a long-form creative process — six months of research and structure, followed by four months of filming and post-production — the project expands beyond the screen. alongside the documentary’s full creative direction, we were responsible for the project’s motion design, crafting its visual language in movement and translating complex cultural ideas into rhythm, pacing, and atmosphere.
the project then unfolds into a complete editorial extension: a physical publication designed to deepen the experience, expand the narrative and transform the work into a tangible cultural object.
through graphic systems, layout, material choices and finishings, the editorial piece translates the film’s themes into a tactile and immersive experience.
grounded in interviews with historians, professors, advertising professionals, designers and psychologists, the project offers scientific, cultural and social context to the discussion.
it also explores why the west — and particularly brazil — has become one of the strongest consumers of eastern cultural products, revealing how identity, desire and global influence are continuously being rewritten.
Eastern Effect stands as an investigation into how culture travels, transforms and redefines the way a generation sees itself — across screens, pages and lived experience.
a shape-shifting estúdio born in são paulo but available worldwide.
we shift. we absorb. we become.
MAKE IT MEMORABLE // LEAVE A MARK.
