The high definition upgrade of NOW TV didn’t hit the headlines, as many rival channels had already introduced it a while ago.

How could we announce
its late arrival?

By saying that the delay was caused by the obsessive precision of the Japanese master Edo San (aka Italian comedian Edoardo Ferrario), who makes the pixels by hand, one by one. The ad required a great deal of patience, but it won the silver at the Art Directors Club Italiano (ADCI) Awards.

With his untiring patience, our master Edo San was featured in several other episodes for NOW’s special offers and for the service’s specific projects. After gorging on too much puffer fish, he was no longer featured in the scenes. We have heard nothing about him since then.


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