In June 2017, Shiseido introduced a new and completely distinctive product range aimed at millennials. Inspired by Japanese washoku philiophy, WASO products are made up of natural ingredients such as carrot, loquat leaf, tofu, white jelly mushroom and honey. Shiseido parterned with Arcade to develop creative communication collateral to support Asia Pacific region with the launch.
Arcade developed assets to bring to life the unique product and ingredient story of WASO across digital platform and point-of-sale.
The 30 second digital film opens with the question ‘Where does beautiful skin come from?’ and stars five naturally made-up young millennials from different Asian diversity ethnicities shot against a range of natural backgrounds. The new WASO product ingredients are featured every 5 seconds. The overall effect is powerful visual storytelling that captures the diverse and confident faces of young Asian Millennials juxtaposed against the beauty of nature.
Mark Taylor – Group CCO
Hoon Pin Kek – Creative Director
Michael Low – Head of Studio
Li Jun Pek – Copywriter
Kayla Chia – Art Director
Sunny Chuang – Art Director
Shaun Lee – Director of Operations
Evelyn Djuhari – Senior Digital Project Manager
Chin-Han Yu – Account Director
Melissa Teo – Senior Account Executive
Michelle O’Brien – Senior Planner
Gwen Lee – Junior Planner
Geoff Ang – Director & Photographer
Roy Zhang – Director & Photographer
David Chan – Producer
SongZu – Audio Production
Alice VFX – Post-Production Studio
Wishing Well – Re-touching Studio