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BORN EMPOWERED

BORN WITH STYLE.
BORN FOR BEAUTY.
BORN TO CREATE.

NOW, TWO PASSIONS UNITE TO GIVE RISE TO THE ULTIMATE THE GINZA CREAM: EMPOWERIZER.

The campaign concept 'BORN EMPOWERED' was inspired by the product name 'Empowerizer' and the fearless, timeless avant-garde creations of the legendary Yohji Yamamoto. The product movie is a pure expression of distinctive magnificence and impassioned creativity. The bold yet delicate close-up visuals reveal the handwritten brushstroke by Mr. Yohji Yamamoto and the artistry of meticulous production details, conveying both brands' passion and dedication to timeless yet innovative craftsmanship.

Beauty and fashion ultimately exist to create essential connections with the wearer; our communication aims to deliver and connect the collaborative message on a deeper emotional level, intuitively resonating with the inherent empowerment that stems from us in today's world.

THE GINZA x Yohji Yamamoto

THE EMPOWERIZER LIMITED EDITION
COMMUNICATION ASSETS (2024)

CREDIT

CREATIVE DIRECTOR: IPPEI MURATA (SHISEIDO CREATIVE)
CREATIVE + ART DIRECTOR:
SAYURI SHOJI (SAYURI STUDIO)

PRODUCT KEY VISUALS →|PHOTOGRAPHER: SHOTARO ITO (SHISEIDO CREATIVE) | LAYOUT: DAIJU AOKI

PRODUCT MOVIE →|MOVIE DIRECTOR: SHU AKASHI|DIRECTOR OF PHOTOGRAPHY: YOSHIHIRO KAMEKURA|SOUND: ATSUSHI NARUSE

MODEL VISUALS →|PHOTOGRAPHER: TAKAY|STYLIST: TSUYOSHI NOGUCHI|MAKEUP: RENA TAKEDA|HAIR: ASASHI|CASTING: SHIMANA 

PRODUCT VISUAL →|MASATO KANAZAWA (SHISEIDO CREATIVE)
BORN EMPOWERED CREATIONS →|PHOTOGRAPHER: TAKAY (FASHION), TAKAAKI UBA (SKINCARE SCIENCE)

COPYWRITER→|MIKA KUNII, JACQUELINE NOCHIZAKI, JUNKO MATSUNAGA
SPACE / VMD →|ART DIRECTOR: MOMOKO KISHINO (SHISEIDO CREATIVE)
PRODUCTION→|LAMBENT PRODUCTIONS, BB MEDIA INC.

ACCOUNT DIRECTOR →|NATSUKO NAKAMURA (SHISEIDO CREATIVE)
ACCOUNT EXECUTIVE →|MIHO MOCHIZUKI, SAKI HASHIMOTO (SHISEIDO CREATIVE)

CREATIVE AGENCY: SHISEIDO CREATIVE CO., LTD.

THE GINZA | HYBRID DAY PROTECTOR

COMMUNICATION ASSETS (2021)
CREATIVE + ART DIRECTION, MOVIE, SOCIAL MEDIA

BEYOND SERUM.
BEYOND PROTECTOR.
BEYOND PRIMER.

今、美容液の先へ。
肌環境を感知。どの瞬間も、守り抜く。

IN 1975, THE GINZA EMERGED AS A FASHION BOUTIQUE, EMBRACING A HIGH-FASHION PHILOSOPHY AND AESTHETIC. | INSPIRED BY THIS VISION, THE BRAND INTRODUCED A TAILOR-MADE SKINCARE THAT DEFTLY SENSES YOUR INDIVIDUAL SKIN CONDITIONS. | BEYOND SERUM. BEYOND PROTECTOR. BEYOND PRIMER. | THIS CAMPAIGN SHOWCASES THE PEERLESS 3-IN-1 SERUM/ PROTECTOR IN THE MOST STYLISH MANNER.

ザ・ギンザは1975年にファッション・ブティックとして誕生。| 2002年には「服と肌は美の両輪」というスタイリッシュな美意識と哲学からスキンケアラインがデビュー。| 化粧品が一人ひとりの肌状態と環境を感知、どの瞬間も守り慈しむテーラーメイドなスキンケア。| スフレの心地でふわりエアリーに広がる素肌感、多機能セラムパワーを、1本で。| 健やかな素肌を纏う。服をまとう。強い日差しさえもスタイリングしたかのようなキャンペーンを構築しました。

CREDIT

CREATIVE DIRECTOR, ART DIRECTOR →|SAYURI SHOJI
KEY VISUAL →|PHOTOGRAPHER: TAKAY (MODEL), KOICHIRO DOI (PRODUCT) |FASHION DIRECTOR: AKO TANAKA|MAKEUP: YUKA WASHIZU|HAIR: HIROFUMI KERA|SET DESIGN: TORU UENO|CASTING: NAOMI YAGUMA

AMBASSADOR: AI TOMINAGA

PRODUCT MOVIE → |DIRECTOR OF PHOTOGRAPHY: KOICHIRO DOI|FSX: YOSHIAKI KIHARA|OFFLINE EDITOR: KYOHEI ASAMI|ONLINE EDITOR: TOMOKO KANAZONO (IMAGICA) PRODUCERS: KOKI TAKAHASHI, KAORI TAMURA (AOI PRO.)

COPYWRITER: MIKA KUNII, LISA WALKER
PRODUCER → |KOZUE YAMADA (ANGLE MANAGEMENT PRODUCE), YUKO WATANABE

THERE IS NOTHING YOU HAVEN’T TRIED YET–
MINIMAL YET MAXIMAL.
BEHOLD THE GINZA’S MASTERPIECE.

INTRODUCING THE ULTRA-HIGH-END LUXURY SERUM “ESSENCE EMPOWERING” FROM THE GINZA, SHISEIDO. CREATED A CONSISTENT, IMPACTFUL ‘ONE VOICE’ CONCEPTUAL CAMPAIGN THAT DELIVERS THE PEERLESS PRODUCT PERFORMANCE THROUGH A MINIMALIST CREATIVE VISION, MAKING THE AUDIENCE BELIEVE THAT THIS SERUM IS ON A WHOLE OTHER LEVEL.

全てを試してきたあなたへ。|朝と夜、たった1本の集中ケアを6週間。ミニマルにして最大限を叶える、ザ・ギンザ最高峰の美容液。|DAY + NIGHTをスタリッシュに解釈。研ぎ澄まされたモダン・ラグジュアリーの世界観を全クリエイティブに一貫してディレクション、その圧倒的な製品力を伝えています。  

THE GINZA|ESSENCE EMPOWERING

CREATIVE / ART DIRECTION, MOVIE, GRAPHIC, VMD, DIGITAL

KOH GEN DO

ARCHIVE|ART DIRECTION

SHU UEMURA

ARCHIVE: ART DIRECTION

THE GINZA|COMMINICATION ASSETS

CREATIVE / ART DIRECTION, BRAND STORY, CM, MOVIE, GRAPHIC, DIGITAL

THE GINZA|EAU DE PARFUM, HYBRID GEL OIL

CREATIVE / ART DIRECTION, MOVIE, GRAPHIC, DIGITAL

KANAZAWA UNIVERSITY

LOGO, VISUAL IDENTITY DESIGN

KUROTOKAGE

(THEATER PLAY) ART DIRECTION, GRAPHIC

HAAT|ISSEY MIYAKE

ARCHIVE|BRAND LOGO DESIGN

PLEATS PLEASE|ISSEY MIYAKE

ARCHIVE|SHOPPING BAG, WINDOW DISPLAY DESIGN

KOG GEN DO|MOISTURE FOUNDATION

ARCHIVE|CREATIVE / ART DIRECTION, MOVIE, GRAPHIC

CARTIER|RICHEMONT JAPAN

ARCHIVE|ART DIRECTION, GRAPHIC DESIGN

SHU UEMURA

ARCHIVE|ART DIRECTION