Gaumapix Inc. CEO Hiroki Yamaguchi Produced Soumi Shokuhin's Brand Commercial (Airing April 1st) - A Commercial Work Entirely Created by Generative AI
Hiroki Yamaguchi of Gaumapix Inc. produced Soumi Shokuhin's new brand commercial, airing April 1, 2026, which was entirely created using generative AI. The commercial aimed to preserve the brand's established trust while showcasing innovative AI production for characters, products, music, and audio.
📋 Article Processing Timeline
- 📰 Published: May 2, 2026 at 03:55
- 🔍 Collected: May 1, 2026 at 19:31
- 🤖 AI Analyzed: May 1, 2026 at 19:47 (15 min after Collected)
We are pleased to announce that Hiroki Yamaguchi, film director and representative director of Gaumapix Inc. (Headquarters: Nakano Ward, Tokyo), which is located in the Tokyo Content Incubation Center (TCIC), managed by Tsukurié Co., Ltd. (Headquarters: Chiyoda Ward, Tokyo, Representative Director: Hideki Suzuki, hereinafter "Tsukurié") under commission from the Tokyo Metropolitan Government, was in charge of producing Soumi Shokuhin Co., Ltd.'s brand commercial (BRAND MOVIE "AI"), which will begin airing on April 1, 2026.
Soumi Shokuhin's brand commercial, which is dedicated to "taste that professionals approve of" cultivated over many years, was created using "generative AI." To express the brand characteristics of Soumi Shokuhin, which develops a variety of Japanese, Western, and Chinese seasonings and enjoys support from a wide range of consumers, the six models appearing in the commercial, holding the products, are also diverse in terms of gender, age, nationality, and race. This TV commercial work is entirely produced by generative AI, including characters, products, music, and audio.
Related Information
Soumi Shokuhin News Release (BRAND MOVIE "AI"): https://www.somi.co.jp/news/28300/
Staff Credits
Planning and Production: YOMIKO + Gaumapix + Y’s
CD: Shinnosuke Togawa
PL: Kenichi Miyazaki, Yusuke Nakagawa, Akira Higo, Riku Takeda
AI Director: Hiroki Yamaguchi
AI Producer: Chigusa Terashima
Producer: Daisuke Yoshizawa, Taku Sato
AI Music Producer: Ryosuke Abe
Colorist: Karol Kaczorowski
Online ED: Kazushi Midorikawa
Mixer: Yasuhito Izutsu
AE: Takashi Yamaguchi, Kazuma Mikami
[Comment from Mr. Yamaguchi]
When producing the commercial with AI, my main focus was not to showcase "that it was made by AI," but to ensure it properly functioned as a brand commercial. This time, we committed to full AI, including products, music, and audio, but instead of using what was generated as-is, we meticulously finished it in post-production through repeated generation and adjustment, with the final details refined by human hands.
Particularly for character expression, we spent a lot of time generating a considerable number of realistic characters to create six individuals that matched the image of each product. The goal was not merely to produce beautiful people, but to create a natural presence and atmosphere that looked authentic for a Soumi Shokuhin commercial.
Furthermore, for the sizzling shots, we went through repeated trials and errors to achieve realism. While AI offers unique freedom, the appeal of food lies in its texture and warmth, so we specifically focused on refining those aspects.
Generative AI tends to attract attention for its novelty and buzz, but this time, our top priority was to create a natural-feeling video that would not undermine the sense of security and trust that the Soumi Shokuhin brand embodies.
We focused on production not merely for the novelty of using AI, but on how far we could achieve advertising expression that, despite using AI, would not compromise brand trust.
[Hiroki Yamaguchi Profile]
Born in Kyoto Prefecture. 39th head of the Ritsumeikan University Film Club. After winning the Indie Movie Festival Grand Prix at age 19 for his directed film "Shinya Zoki," his feature film "Gushano Binzume" was theatrically released in 2004 (received an award at the Montreal Fantasia International Film Festival and officially invited to international film festivals such as the Bucheon International Fantastic Film Festival).
His representative live-action films include the "Messiah" series (original story by Madoka Takadono), "Chima Mire Sukeban Chainsaw" (original story by Rei Mikamoto), and "Torinoko City" (original song by 40mP).
His generative AI film "IMPROVEMENT CYCLE" was officially invited to the AI sections of the 2024 Bucheon International Fantastic Film Festival, Busan International AI Film Festival, and Trieste Science+Fiction Festival. His AI film "Grandma Levi" was theatrically released in August 2025. His latest AI film "Observer Overload City" is scheduled for screening at the 4th Yokohama International Film Festival and Short Shorts Film Festival & Asia 2026.
Currently, he is involved in the production of films, concert visuals, MVs, and commercials using generative AI, and has given numerous presentations on how to introduce generative AI into video production sites.
[Company Overview]
Gaumapix Inc. is a video production company that responds to various genres of video production, including films, dramas, commercials, corporate VPs, MVs, YouTube videos, and CG, by combining live-action video production with generative AI video production.
Contact regarding this matter
Gaumapix Inc.
e-mail: contact@gaumapix.jp
■ What is the Tokyo Content Incubation Center (TCIC)?
TCIC is a startup support facility in Tokyo specializing in content-related industries. Content...
Soumi Shokuhin's brand commercial, which is dedicated to "taste that professionals approve of" cultivated over many years, was created using "generative AI." To express the brand characteristics of Soumi Shokuhin, which develops a variety of Japanese, Western, and Chinese seasonings and enjoys support from a wide range of consumers, the six models appearing in the commercial, holding the products, are also diverse in terms of gender, age, nationality, and race. This TV commercial work is entirely produced by generative AI, including characters, products, music, and audio.
Related Information
Soumi Shokuhin News Release (BRAND MOVIE "AI"): https://www.somi.co.jp/news/28300/
Staff Credits
Planning and Production: YOMIKO + Gaumapix + Y’s
CD: Shinnosuke Togawa
PL: Kenichi Miyazaki, Yusuke Nakagawa, Akira Higo, Riku Takeda
AI Director: Hiroki Yamaguchi
AI Producer: Chigusa Terashima
Producer: Daisuke Yoshizawa, Taku Sato
AI Music Producer: Ryosuke Abe
Colorist: Karol Kaczorowski
Online ED: Kazushi Midorikawa
Mixer: Yasuhito Izutsu
AE: Takashi Yamaguchi, Kazuma Mikami
[Comment from Mr. Yamaguchi]
When producing the commercial with AI, my main focus was not to showcase "that it was made by AI," but to ensure it properly functioned as a brand commercial. This time, we committed to full AI, including products, music, and audio, but instead of using what was generated as-is, we meticulously finished it in post-production through repeated generation and adjustment, with the final details refined by human hands.
Particularly for character expression, we spent a lot of time generating a considerable number of realistic characters to create six individuals that matched the image of each product. The goal was not merely to produce beautiful people, but to create a natural presence and atmosphere that looked authentic for a Soumi Shokuhin commercial.
Furthermore, for the sizzling shots, we went through repeated trials and errors to achieve realism. While AI offers unique freedom, the appeal of food lies in its texture and warmth, so we specifically focused on refining those aspects.
Generative AI tends to attract attention for its novelty and buzz, but this time, our top priority was to create a natural-feeling video that would not undermine the sense of security and trust that the Soumi Shokuhin brand embodies.
We focused on production not merely for the novelty of using AI, but on how far we could achieve advertising expression that, despite using AI, would not compromise brand trust.
[Hiroki Yamaguchi Profile]
Born in Kyoto Prefecture. 39th head of the Ritsumeikan University Film Club. After winning the Indie Movie Festival Grand Prix at age 19 for his directed film "Shinya Zoki," his feature film "Gushano Binzume" was theatrically released in 2004 (received an award at the Montreal Fantasia International Film Festival and officially invited to international film festivals such as the Bucheon International Fantastic Film Festival).
His representative live-action films include the "Messiah" series (original story by Madoka Takadono), "Chima Mire Sukeban Chainsaw" (original story by Rei Mikamoto), and "Torinoko City" (original song by 40mP).
His generative AI film "IMPROVEMENT CYCLE" was officially invited to the AI sections of the 2024 Bucheon International Fantastic Film Festival, Busan International AI Film Festival, and Trieste Science+Fiction Festival. His AI film "Grandma Levi" was theatrically released in August 2025. His latest AI film "Observer Overload City" is scheduled for screening at the 4th Yokohama International Film Festival and Short Shorts Film Festival & Asia 2026.
Currently, he is involved in the production of films, concert visuals, MVs, and commercials using generative AI, and has given numerous presentations on how to introduce generative AI into video production sites.
[Company Overview]
Gaumapix Inc. is a video production company that responds to various genres of video production, including films, dramas, commercials, corporate VPs, MVs, YouTube videos, and CG, by combining live-action video production with generative AI video production.
Contact regarding this matter
Gaumapix Inc.
e-mail: contact@gaumapix.jp
■ What is the Tokyo Content Incubation Center (TCIC)?
TCIC is a startup support facility in Tokyo specializing in content-related industries. Content...