Haruna Takahara on the coolest way to Collide with ADFEST

What drew you to the story behind ICE, and why did you want to tell it now?

First, when I heard the theme of “collide,” it struck me that it would be an interesting story to depict a conflict between people.

Then, drawing on my own experience working part-time, I wanted to tell a story about a clash between a waiter and a customer.

I was surprised to learn that the feeling of being annoyed by customers is universal. 

In reality, in Japan, clashes are often avoided by store clerks putting up with strange customers and smiling or apologising when they come in. However, when the ICE button was introduced, I thought it would be interesting to create a 'collide' moment there.

Transitioning from a CM planner to a director at HAT in 2023, what motivated you to make this shift, and how has your previous experience informed your directorial style in ICE?

I originally joined the company with the intention of becoming a director, but as a company rule, I worked as a planner for three years.

Because I worked as a planner first, I was able to think deeply about the theme and structure the story, which helped me write the script smoothly.

ICE won the Popular Vote at ADFEST 2025. What feedback have you received from audiences, and how do you think the film connected with them on an emotional level?

I was surprised to learn that the feeling of being annoyed by customers is universal. 

I think that many people were able to sympathise with me, which is why I was chosen for the Audience Award.

What was your process for refining the script and bringing it to screen?

I wanted them to laugh during the scene where the guest falls down the hole. I wanted the audience to be thrilled when the song by the ICE Committee is played. I created the film while imagining the atmosphere of the audience during the screening.

Considering that people from many different countries would be watching the film, we avoided having the story proceed solely as a conversational drama, and instead introduced a distinctive item: a button.

When the button is pressed, a hole is made and a person falls through. 

We aimed to make a story that was visually clear and engaging, even without relying on dialogue.

How did you select the cast, and what were you looking for in their performances?

Only Sonoda and the manager were selected by audition, while the rest of the cast was selected through document screening.

We aimed to make a story that was visually clear and engaging, even without relying on dialogue.

We have an excellent casting director at HAT, and she recommended the cast, so I had no worries during the document screening.

How do you want audiences to feel after watching your film?

I would like the audience to remember this film when they are frustrated with customers at work or store clerks at the store. 

If there were a button... I’d be very happy if people could imagine that and avoid the trouble.