The FANUC end-of-year video is a cherished tradition in the B2B industrial automation environment and is eagerly awaited by some partners and customers. This year, we have once again come up with something to revive our award-winning series “The Art of…” from 2018 and 2019. The theme of this year’s campaign is “The Art of Precision”. A complex 5-axis machining operation with the FANUC machine tool (FANUC ROBODRILL) is creatively staged in the form of modelling a steel samurai mask. We use a real Japanese samurai and show his movements, e.g. with the sword or the body, together with his precision. As an analogy, the samurai perfectly embodies our company values and our Japanese origins.
Based on an original mask from the Berlin Samurai Museum, the Samurai mask was 3D-scanned, rendered and reworked 1:1 and is a unique masterpiece in its production.
The video is the centrepiece of the campaign, which has been broadcast across our channels across Europe, reaching up to 2.5 million views in previous years. The aim of the annual campaign is to reinforce and promote our brand in a powerful way at the end of the year and, above all, to say thank you to our customers and partners. // Story, Text & Creative Direction // Film crew frameart media