CIAO ZILLA

In a category saturated with predictable, 'cute' pet imagery, Inaba CIAO faced a hidden growth barrier: low brand recall. Our mission for the brand’s first-ever cinematic film in Thailand was to transform this, not by creating something entirely new, but by ingeniously re-imagining the brand’s most iconic, existing asset—the founder's cat found on every product package.
We conceived 'CIAO-ZILLA', a larger-than-life, Kaiju-inspired character that breathed new life into this familiar icon, turning a static mascot into a cinematic, disruptive force. By integrating Generative AI, we achieved blockbuster production values, resulting in a viral sensation with over 4 million views. The creative impact of CIAO-ZILLA was so profound that it organically evolved beyond our original film, becoming the brand's primary visual identity. What we designed as a single cinematic statement naturally expanded into the brand’s entire visual ecosystem—from high-impact OOH displays at mass transit stations to becoming the centerpiece of the brand's major annual event—proving that the most powerful creative solutions are often found by creatively re-imagining the assets a brand already owns.