Shiseido Aims 'Waso' Skincare Brand at Millennials With a Beautifully-Crafted Launch Film
Brand Is Aimed at Digital Natives Who Love Natural Ingredients
Editor's Pick
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.
Credits
- Date
- Aug 18, 2017
- Brand :
- Shiseido
- Client :
- Shiseido
- 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 :
- Blinkink
- Director :
- Dvein
- 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 :
- Vicente
- Production Coordinator :
- Paloma Espinós
- Runner :
- Irene Sánchez
- Runner :
- Bárbara González
- Art Director :
- David DÃÂez
- Art Assistant :
- Mireia Soto
- Modelmaking :
- Alejandro Bravo
- Modelmaking :
- Carlos Delgado
- Post Production :
- Analog + Blinkink
- Grade :
- Dirty Looks
- Colorist :
- Steve Bearman
- Music :
- Ivan Llopis
- Music :
- Banjomusic
- Sound Design :
- Ivan Llopis
- Post Production Supervisor :
- Dave Burton
- Editor :
- Maria Anton
- Director :
- Tulio Ferreira
- Cinematographer :
- Tulio Ferreira
- Landscape Designer and Botanical Supervisor :
- Ana
- Robots :
- Universal Robots
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