SHISEIDO Future Solution | New Design | FY25
case study
For 2025, Shiseido redesigned their flagship product Future Solution, incorporating a intricately designed Nishijin-ori (西陣織) into the cover of each product. Crafting a campaign that allowed us to show Shiseido's roots in nature, and their deep desire to stay connected to Japan's heritage, meant we needed to find a location that had both outdoor and indoor elements, with enough greenery to support the feeling of being back in nature. We found that at Asaya Rosewood Hong Kong.
30sec Full family:
With filming being done during the summer, which is prone to poor weather conditions, we had made three plans for executions for each of the three videos: 1) Ideal weather conditions, 2) cloudy weather with little sunlight, 3) heavy rain conditions where any outdoor shots would have to be moved indoor. The following video which showcased the Future Solution Cream and Serum was done when the sun has more or less set, and the visible sunlight was provided a massive lighting setup.
20sec Cream and Serum
Part of the brief was to deliver the story of (the brand and product design) reaching new heights. At Asaya, we found a a stairway that allowed our talent to gracefully ascend, subconsciously saying we all can take an active role in enhancing/elevating our skin condition and appearance.
20sec Eye cream
Product Photography from this campaign can be found here:
Agency: mattegrey
Director: Ming
Producer: Ernest Wu
DOP: MoMing
Post Production: mattegrey
Editing: Gloria Lai
Online: Charson Lam
Colorist: Chung Chung