MAQuillAGE
Short Film “Touching”
Delivering new beauty experiences
through unique content and media mix.
COMMUNICATION DESIGN
BRANDING
MOVIE
“Touching“ is a short film created to enhance brand equity.
From strategy to execution, every aspect of the brand was integrated: creative, product development, marketing, and media.
The 17-minute short film was created to resonate with MAQuillAGE fans and attract new users, achieving 124% of the target views.
The campaign was highly effective in creating a buzz on both TV and digital, while successful social media activations led to increased purchases.
Summary
Maki (Nana Seino) is a shopping mall mannequin who comes to life after store closing time.
She develops an attraction to new beauty consultant Ryo (Keisuke Watanabe), watching him learn the ropes of cosmetics sales.
One night, Maki reaches for a lipstick...
Instagram Live and Loyalty Content
We coordinated a live event on Instagram starring the actors, which saw viewing numbers grow throughout the stream.
Engagement and interaction was positive, while the pre-streaming CTR was 10 times higher than expected, resulting in a large number of clicks. The post-live feed also achieved 131% of target clicks. Overall, CTR reached 185% of the target.
We also developed a quiz to unveil a new product hidden within the film, and a system to reward those who answered correctly. Many viewers submitted entries and shared their positive feedback.
Broad PR and Media Mix Strategy
Both TV and digital platforms were used to create a buzz around this short film.
To promote the film on TV, we created a range of assets including a video of Keisuke Watanabe applying makeup to Nana Seino, a making-of film, interviews, and original music by SIRUP.
We also achieved large amounts of PR online through various websites. Thihs included interviews, production details, and makeup tasks. Such PR led to coverage on national and local TV channels.
This strategy helped to increase viewers of the short film.
CREDITS
SHISEIDO CREATIVE
CREATIVE DIRECTOR / STRATEGIST / PLANNER YU MIURA
ART DIRECTOR MIORI TAKEDA
COPYWRITER / PLANNER ASUKA HASHIGUCHI
COMMUNICATION PLANNER TOMOAKI YAMURA
PRODUCER NATSUKO NAKAMURA / MIEKO ICHIBA
CASTING PRODUCER KEIKO WATANABE
SHISEIDO JAPAN
MARKETING YOSHIKO TAKAHASHI / RIYO YOSHII / WAKANA KOMATSU / RISA KOSHIBA / SHINATSU TANIGAWA / DAIKI FUJII / SHIZUKA IMAI / KOJI HAMADA / YURIE TAKAHASHI
HAIR & MAKEUP SHIOMI MUKAI / KENJI TOYODA / SACHIKO HAYASHI / MADOKA NAKAGAWA / REI MATSUI / CHIHIRO TOYODA
美容指導 YOKO KANO
SHISEIDO INTERACTIVE BEAUTY
TOMOKO KOSHIBA / AYAKA SHIMIZU / MARI MIZUI / TOMOMI KOSHIBA
AOI Pro.
PRODUCER SOTA YOSHIDA / KENTO OKAMOTO / RYOKO MATSUSHIGE
PRODUCTION MANAGER YUKA NAKATA / YUYA ASAMI
CASTING RINA MAEDA
PRODUCTION SUPPORT RYUTA IWASA / KAORI HARUYAMA / HISASHI SHINKE / MARINO OKUDA / YU YAMADA / FUGETSU NARISAWA / TAKUMA KISHIMOTO / YUJI SAKURAYA / HINAKO SHIBASAKI / AYA FURUNO / MAYUKO WAKITA
CyberAgent, Inc.
ACCOUNT EXECUTIVE HEKI MIZOGUCHI
CREATIVE PLANNER MARIE OTSUKA / RISA TAOKA
DESIGNER KYOKO KAYA
PRODUCER KOHARU KUMADA
PR PLANNER RYO IZAWA
Proceed, Inc.
CASTING SHIGEKI MORIA / YUMI INABA
THEME SONG SIRUP "CHANGE"
FILM DIRECTOR DAISHI OKUYAMA
SCENARIO WRITOR ASAMI SUNADA
FILM CAMERAMAN SENZO UENO
GAFFER MACHIKO NISHIDA
ASSISTANT FILM DIRECTOR YUDAI SUZUKI / SHIGETAKE HASHIMOTO / HIROMASA ARAKI
ART DIRECTOR ENZO
STYLIST SATSUKI SHIMOYAMA
CHOREOGRAPHER yurinasia
LOCATION COORDINATOR TOMOFUMI JINCHO
OFFLINE EDITOR TAKASHI TANAKA
COLORIST MASAHIRO ISHIYAMA
ONLINE EDITOR SHUNSUKE ENDO
MUSIC TAKASHI WATANABE
RECORDING TARO ITO
MA SEI WATANABE
SOUND EFFECT ATSUSHI SHIGENO
MUSIC COORDINATOR YUSUKE WATANABE
SHOOTING ASISTANT KYOTAKA NOGAMI / YUL JUNG / YUKIMASA NAGASHIMA / AYA SUGIYAMA
DIT SACHIHAI SEKI
LIGHTING ASISTANT ISAO KATO / RYUSUKE OSHIMA / DAICHI TOKUHIRO / MITSUO KOJIMA / KAZ OSAKI / FUMIHIRO IMAI / WATARU SUGIMURA / KENICHI KUBOTA / YAMATO WATANABE / SHUN MATE / YUKI ARAI / KIYOMI MIYASHITA / SHIORI SETO
ART DIRECTION TAKAHIDE FUNAYAMA / MUKOHI MATSUKI / HIROSHI HONDA / HIDETO KOSHIYAMA
ART PROPS TSUTOMU SHIMOHANE / HIDENORI INOUE
ART DECORATION YO MAEDA
ART DECORATING ASSISTANT MANAMI TANAKA / NATSUO HOTTA / KOHARU MURATA / MISATO AIMAI KAJITA
STYLIST ASISTANT MOMOKO IZUMI
COORDINATOR ASISTANT KOUKICHI SATO / MASANORI ODAGIRI
AWARD
2022 Spikes Asia Shortlist
2022 Branded Shorts Nominate
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