Photographer Viviane Sassen has created a campaign for Wieden+Kennedy Tokyo to launch a new skincare line from Japanese cosmetic company Shiseido named Waso.
The campaign targets Waso’s young millennial audience of “digital natives”, and is produced for use of mobile digital platforms.
It stars Jenny Choi, Amalie Rose, Elliott Jay Brown, Torraine Futurum and Lotte Van Nort.
From W+K Tokyo, Tota Hasegawa was the campaign’s executive creative director, with Azsa West as creative director, and Sara Phillips and Rebecca Pottinger as art director and copywriter respectively.
Shiseido comments that “the Waso campaign places the new faces in the Japanese wilderness, creating strong images that represent the beautiful force and power of a generation. The contrast of dramatic backdrops with the group of diverse, confident and youthful faces creates a striking and simple portrait that is uniquely Waso”.
Waso is available in “some Asian countries” and online in the US. The line will be made available in further territories through 2017 and into 2018.
Filmmaker Julian Klincewicz has created behind the scenes films to accompany the campaign, which will be released in September.
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