Shiseido - Primience
Associate Creative Director - R/GA
Shiseido Professional asked R/GA Tokyo to create a social campaign that would challenge cultural norms around hair color in Japan. In the Japanese workplace, dying your hair a color other than black is sometimes seen as taboo. These issues are holding society back from expressing their true personalities and individuality.
Our strategy was to redefine beauty by highlighty people who are living a vibrant life and redefining workforce culture in Japan. We invited Shiseido Professional to become the brand that stands behind living a more colorful life and invited everyone to be part of it by using a digital tool to share their own transformation.
As ACD on this project I ideated winning concepts for the pitch, lead overall visual design for all OOH and social deliverables, directed the campaign films/photography shoots, and edited the final films.
Our strategy was to redefine beauty by highlighty people who are living a vibrant life and redefining workforce culture in Japan. We invited Shiseido Professional to become the brand that stands behind living a more colorful life and invited everyone to be part of it by using a digital tool to share their own transformation.
As ACD on this project I ideated winning concepts for the pitch, lead overall visual design for all OOH and social deliverables, directed the campaign films/photography shoots, and edited the final films.
Social Stories
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Social Campaign
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We choose to focus on non typical influencers for the initial launch. Those who aren’t just celebrities or models but highly successful individuals who are living life on their own terms free to express themselves how they see fit. Each post highlighted interests and hobbies and how the hair color combination uniquely expresses their individuality.
Digitial Tool
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After a strong influencer led social launch of the campaign we rolled out a digital tool that allowed anyone who wants to express how they are living a life of color to create branded content for social media. This campagin was highly successful and later went on to launch all over the APAC region.
Prints
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In addition to fllm assests and a social media campaign we also created OOH posters that were localized and used accross the APAC region. Each poster reveals unique “recipies” of how these individuals are living life on their own terms. The gradient colors were sampled from each hair treament showing the range of the Primience product line.
My Role
ACD - Visual Design / Director
ACD - Visual Design / Director
Credits
Creative
Niklas Lilja - Exec. CD
Tyler Bowers - Assoc. CD
Chris Forsythe - Executive Producer
Mariko Futamura - Sr. Designer
Niklas Lilja - Copywritter
Technology
Anthony Baker - Exec. Tech. Director
Bill Feng - Software Engineer
Production
Jeremy Rubier Director - DP
David Dicembre - Film Producer / LocationsAtsuhiro Shirahata - Photographer
Creative
Niklas Lilja - Exec. CD
Tyler Bowers - Assoc. CD
Chris Forsythe - Executive Producer
Mariko Futamura - Sr. Designer
Niklas Lilja - Copywritter
Technology
Anthony Baker - Exec. Tech. Director
Bill Feng - Software Engineer
Production
Jeremy Rubier Director - DP
David Dicembre - Film Producer / LocationsAtsuhiro Shirahata - Photographer