Projects / Theatre, dance and music
RJG Productions
Editorial and show videos for the UK premiere of a Tokyo play about a schoolboy who searches the stars for his late father.
Sector: Theatre · Services: Editorial, Video, Social, Newsletter, Sitewide Ads
A Tokyo play about grief, seen through a child's eyes.
Our Cosmic Dust
Written and directed by Michinari Ozawa. Translated by Susan Momoko Hingley. With Hiroki Berrecloth, Ian Hallard, Nina Bowers, Hari Mackinnon and Millie Hikasa.
UK premiere · First run in English · Park Theatre, London
2 June to 5 July 2025
How the partnership came about
RJG Productions produced the UK premiere of Our Cosmic Dust, the award winning play by Tokyo writer and director Michinari Ozawa. Japan Nakama got in touch as the run opened, and after a call with Rebecca Gwyther of RJG Productions the team chose our core package. RJG Productions supplied production photography, trailers, the press release and a matinee for us to film, and we used them to put the show in front of London readers who follow Japanese theatre.
How we ran the campaign
Editorial
We published four articles in under a fortnight while the show was running. An event article set out the story, cast and run, and three features looked at Michinari Ozawa's career, how Japanese theatre explores grief through a child's eyes, and the puppetry and LED staging in the production.
20 June to 1 July 2025
Show videos
Our team filmed the 3pm matinee on Thursday 26 June from our seats, on a day the production had already set aside for an archive recording. We then cut three short videos for the production's own channels, and RJG Productions approved all three for release.
Filmed 26 June 2025
Japan Nakama ran its own supporting reels on Instagram through the last two weeks of the run. They kept the play in the feeds of followers who come to us for Japanese culture in London.
Late June and early July 2025
Newsletter
Our Cosmic Dust featured in three Japan Nakama newsletters during the final fortnight of the run. Each one sat alongside the new editorial as it went live.
26 June, 27 June and 2 July 2025
Sitewide Ads
Banners across japannakama.co.uk linked straight to the Park Theatre page for the show. Anyone reading about Japanese culture on the site had a direct route to a ticket.
During the run
What it added up to
What the campaign delivered for a short London run.
Japanese theatre lovers in London
The campaign reached readers who already follow Japanese theatre, in the weeks the show was on stage.
Four articles that outlast the run
The event article, the Ozawa profile and the features on grief and puppetry stay live as a record of the play's UK premiere.
Three show videos for the production
RJG Productions came away with three short videos cut from a live performance, cleared for its own channels.
Reels in the final fortnight
Supporting reels kept the show visible on Instagram as the run moved into its last weeks.
“Thank you so much for all your work on the show!”
Rebecca Gwyther, RJG Productions
Bringing a Japanese play to a London stage?
Tell us about the production and we will plan coverage around your run.