The planning for WOW's original work BAKERU began in 2015. Members of the Sendai office, having experienced the 2011 Great East Japan Earthquake, paused to reflect on what they wanted to create next—considering the significance of their message and audience. When exploring the broad theme of “Tōhoku,” other related ideas such as “festivals,” “traditional culture,” and “traditional performing arts” naturally emerged.

Even among the team, many had not deeply engaged with the customs and culture of their own region. While discussing traditions, a key moment of inspiration came from the topic of “wearing masks.” From the iconic Namahage of Akita Prefecture to various dances throughout Tōhoku where performers wear masks and costumes to embody different entities, this tradition captured the team’s imagination. To deepen their understanding, they interviewed Shutaro Koiwa, a performer of the Shishi-odori (Beast Dance), to learn what it feels like to perform in traditional attire. During the interview, he shared an impactful insight: “When wearing a mask, there's a sense that something descends upon you—a feeling of becoming something other than yourself.” Traditional performing arts and festivals face the unavoidable challenges of aging performers and a shortage of successors. The team also learned about traditional performing art forms that disappeared in the wake of the earthquake. Although limited in what they could do, they believed CG and video technology could offer new ways to pass on regional culture to future generations. After extensive discussions, the idea for BAKERU was born—shaped by the collaboration of CG designers, UI designers, programmers, and producers from WOW’s diverse team.

The original members of BAKERU, who were from Tōhoku, chose children as their target audience based on their desire to introduce the traditional culture of their region to younger generations. The first chosen motifs were four types: Namahage from Akita Prefecture, Shishi-odori from Iwate and Miyagi Prefectures, Kasedori from Yamagata Prefecture, and Saotome from Miyagi Prefecture. They applied character designs and motions with approachability and cuteness to these performing arts motifs, adding WOW's unique interpretation and expression.

When participants are not wearing masks, only silhouettes appear on the screen. When they put on the masks, their silhouettes transform, and motifs like Namahage or Shishi-odori on the screen move in accordance with their movements. Children experience the mysterious feeling of transforming into something non-human through BAKERU. The team designed the experience through trial and error, hoping that this playful sequence of actions would help participants understand that the work is themed around regional traditional performing arts. BAKERU was presented at WOW's self-organized exhibition Hare to Ke Exhibition, held at Sendai Mediatheque in March 2017.

BAKERU has been exhibited overseas at venues such as JAPAN HOUSE Los Angeles. The intuitive, hands-on experience has been well received by people around the world, transcending national borders. Additionally, in 2019, it was selected for the Agency for Cultural Affairs' Comprehensive Support Program for Performing Arts (School Touring Performances), and the BAKERU School program has been developed in elementary and junior high schools throughout Japan.

The touring performance classes are conducted over a two-day schedule. On the first day, in addition to introducing and demonstrating traditional performing arts, students design and create original masks, becoming their own version of deities. On the second day, they experience BAKERU wearing their handmade masks. The program is customized to fit each school based on its regional characteristics and class objectives. For example, the team created new content focusing on the local lion dance Morimo Jishi for Yamanomura Elementary School in Gifu Prefecture, and on Torimai (Bird Dance) from Nanbu Kagura for Tsukidate Elementary School in Kurihara City, Miyagi Prefecture. BAKERU, which began with WOW's Sendai members, has expanded beyond the Tōhoku region and is now spreading nationwide. As of 2025, BAKERU School has toured approximately 40 schools throughout Japan. Through contemporary expression and technology, BAKERU will continue to travel across Japan, providing opportunities to learn about the traditional cultures still thriving throughout the country.