Awarded 2014 D&AD In Book,
Brand Experience & Environments category
A Uniqlo commission to create a 360 global campaign for holiday 2013: Unify holiday campaign globally, zero in on products, develop a concept that merged product and holiday message, and translate/execute it into multi-channels.
What was it?
A simple idea:
Mundane acts of holiday -
fold/unfold, wrap/unwrap + origami-inspiration +
just that right dose of kawaii/kowaii (cute/scary) twist.
A photography of 80-step folding action.
Stop-motion-choreographed “army” of products,
powered to original music composed by an ex-Stereophonic.
Brand experience - a multi-channel execution:
Campaign video, digital OOH, cinema spot, in-store media, online, store digital facades, immersive branded art installations in 6 global flagships of PAR/LON/NYC/TYO
The project involved forming and directing 4 production teams on 3 continents in the production of photography, video, ads, and built-environments.
It was a result of a dynamic collaboration with marketing and visual merchandising teams from UNIQLO USA, Europe, Japan.
(A heart-felt thank you to the hard-working, kind, and lovely clients at UNIQLO for the invitation to create this amazing project. We enjoyed it 200%.)