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Directed by Japanese filmmaker Takayuki Akachi, this documentary film features behind-the-scenes footage of the processes taken in order to celebrate the launch of the UNIQLO Fifth Avenue flagship store in New York. From over 3,000 cuts taken, only 2:32 minutes of it went into the final footage in order to ensure that only the best was revealed. The film showcases not only advertising in motion as banners and posters and put up city-wide in lieu of this opening party, but also the sights and sounds which make it exclusively New York. Akachi shot footage with a ‘free’ style that embodies an on-the-go feel, emphasizing on the spontaneity and raw approach in his film – something which he had learned during his backpacking days. By using GPS data, the documentary was plotted on a map of New York, and archived in real-time on the microsite UNIQLO NYC NOW.