A behind-the-scenes look at how CATACI developed a manga-led advertising visual—from character exploration and storytelling to client revisions and the finished campaign artwork.
The campaign required a friendly, immediately readable character and a compact manga story built around a simple three-minute moment. Working through character options, narrative beats and client feedback, CATACI refined the visual direction into a campaign-ready final image with a distinctly Japanese atmosphere.
The client wanted a friendly lead character. CATACI proposed three facial-expression options, allowing the personality to be evaluated before moving further into production. The open-eyed version was selected for its clarity, warmth and immediate communicative quality.
Character Direction
Working from the agency storyboard, we developed a short manga sequence around a 22-year-old student returning home hungry after a long day. He remembers the cup noodle soup, waits three minutes, and the everyday moment resolves in a simple expression of delight.
Manga Storytelling
Client feedback called for a slightly older-looking protagonist, a clean white shirt instead of the original hoodie, and a more controlled eating expression. The setting was also developed with subtle Japanese visual cues including Mt. Fuji, a shrine and cherry blossoms.
Art Direction + Revision
The final visual brings the approved decisions together: a confident and approachable lead, a cleaner wardrobe, refined expression and carefully balanced Japanese motifs. The result was prepared as a polished key visual ready for campaign rollout.
Final Art + Campaign DeliveryManga advertising becomes most effective when character, storytelling and brand communication are developed as one visual system—not as separate elements.
CATACI combines manga production with creative direction, helping agencies and brands translate campaign objectives into characters, narratives and finished visual assets.
Exploring expressions, personality and visual choices before committing to final production.
Turning campaign ideas into short, readable manga narratives designed around the communication objective.
Japanese manga expertise coordinated for international agencies, publishers, brands and organizations.
Copyright © 2025 CATACI LLC. All Rights Reserved.
