Shiseido Aims 'Waso' Skincare Brand at Millennials With a Beautifully-Crafted Launch Film

Brand Is Aimed at Digital Natives Who Love Natural Ingredients

Published On
Aug 18, 2017

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Shiseido has enlisted the help of Wieden & Kennedy Tokyo in creating a new line, Waso, aimed at tech-savvy millennials who also love natural ingredients.

Based on the "washoku" philosophy, which is about bringing out the power of minimalist natural ingredients, the range is made with natural ingredients like honey, mushroom and tofu, and it launches with a beautifully-crafted film that aims to convey a fusion of nature and technology.

Using time-lapse photography, images of flowers, plants and natural ingredients such as honeycomb are juxtaposed with clinical-looking white cameras and robotic sensors that eventually use the data they've collected to create a sculpture. The film was directed by Dvein via Blinkink; the duo explain in a behind-the-scenes film that their aim was to create an art installation out of all the different ingredients in the Waso range. .

Aimed at twentysomething "digital natives," the campaign also includes print work by photographers Viviane Sassen and digital content by multimedia artist Julian Klincewicz. The latter includes "on-the-road" themed influencer films, including one that will feature Klincewicz and his girlfriend, aimed at a generation that is spontaneous and doesn't have a regular skincare regime.

The Waso line is launching in Asia and online in the U.S. from this summer, with further regions to follow later this year and in 2018.


Aug 18, 2017
Brand :
Client :
Agency :
Wieden & Kennedy-Tokyo
Executive Creative Director :
Mikey Farr
Executive Creative Director :
Tota Hasegawa
Creative Director :
Azsa West
Art Director :
Sara Phillips
Agency Producer :
Kana Wakabayashi
Account Supervisor :
Kayoko Kinjo
Production :
Director :
Co-Director :
Espaday Santacruz
Executive Producer :
Bart Yates
Producer :
Ben Lole
Production Manager :
Alberto López Garrido
Director, Photography :
Juan Santa Cruz
Time Lapse Director, Photography :
Juan Santa Cruz
Time Lapse Director, Photography :
Tulio Ferreira
Focus Puller :
Alvaro Rodiguez
Camera Assistant :
Hugo Dominguez
Video Assistant :
Leticia Iniesta
Gaffer :
Nacho Ortiz
Grip :
Production Coordinator :
Paloma Espinós
Runner :
Irene Sánchez
Runner :
Bárbara González
Art Director :
David Díez
Art Assistant :
Mireia Soto
Modelmaking :
Alejandro Bravo
Modelmaking :
Carlos Delgado
Post Production :
Analog + Blinkink
Grade :
Dirty Looks
Colorist :
Steve Bearman
Music :
Ivan Llopis
Music :
Sound Design :
Ivan Llopis
Post Production Supervisor :
Dave Burton
Editor :
Maria Anton
Director :
Tulio Ferreira
Cinematographer :
Tulio Ferreira
Landscape Designer and Botanical Supervisor :
Robots :
Universal Robots

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