UT is UNIQLO’s year-round graphic T-shirt line, built around licensed titles from film, music, art, and cultural archives. Each collection speaks to different communities—groups that often go deep into their interests, with their own reference points and shared language. The challenge was to help UT stand out within UNIQLO’s broader product ecosystem, and make the line feel more connected to the people who care about these pop-culture stories. Studio 1212 responded by producing Live It Up! This is UT!, a YouTube-based talk show designed to give space for real conversations around each collection—focusing less on product features and more on what these titles mean to people who engage with them.

Hosted by Ryo Wicaksono, each 15 to 20-minute episode invited public figures from different pop-culture communities to discuss their personal connection to a particular UT collection. The treatment was simple so that the attention focused on the subject matter: a seated conversation, minimal editing, visual treatments that referenced the drop. Long-form episodes ran on YouTube, while shorter cuts were adapted for TikTok, Instagram, and X to reach audiences where they were already active. The tone was straightforward, enthusiastic, and specific to each community. Across the five episodes of first season, Live it Up! This is UT! reached 300,000 viewers and maintained an engagement rate of 13%, helping UT feel more present in the conversations already happening around UNIQLO.