UNIQLO AIRism Global Digital Campaign

ROLE
Creative Direction, Copywriting, Graphic Design
DELIVERABLE
Video, Key Visual
DATE
Apr 2021

As part of UNIQLO's AIRism innerwear brand global campaign, monopo Tokyo was in charge of the campaign production, copywriting, Web CM, and graphics.

Breathable Layers

With global warming through the midst of climate change, heat is one of the hot topics this summer. Yet, the Japanese norm of wearing inner layers to bear the heat has not reached global understanding. Therefore, we introduced the world to UNIQLO’s AIRism—a breathable choice in the sweltering heat.

PUT IT ON. DRY SWEAT OFF.

The ultimate perk of AIRism is how the layer “dries sweat to give a breathable experience”. To challenge the initial instinct that “layering clothes in heat makes you hotter”, we emphasized the discomfort of sweat instead of appealing how cooling this actually is.

One in discomfort, another in comfort

Many struggle with the discomfort sweat and stickiness in those intense heat. Our CM story goes, amongst the unpleasant crowd struts a woman, who almost seems to be so light and airy as if lifted above ground. Her secret? The AIRism hidden under her shirt. The location, styling, and casting were designed by incorporating the aims of global expansion. Additionally, our planning and directing allowed us to express the contrast between the people through writing, the floating act, and original music composed to gradually evolve to more pleasant sounds.

15-second film, Japanese version

15-second film, English version

CREDITS

CLIENT
UNIQLO CO., LTD.
ROLE
Creative Direction, Copywriting, Graphic Design
THE TEAM

Agency + Planning
monopo Tokyo

Account Executive:
Kensuke Tanakamonopo Tokyo

Producer
Clara Blinmonopo Tokyo

Creative Director/Planner/Copywriter
Tomoki Inagumamonopo Tokyo

English Copywriter
Aya Apton

Designer
Takayuki Yokoyamamonopo Tokyo

Film Production
TOKYO

Director
Kazuki Takahashi (TOKYO management)

Cinematographer/Photographer
Daichi Hayashi

Styling
YOSHI MIYAMASU (SIGNO)

Hair & Make
Mizuki Akai

Lighting Director
Haruka Harazawa

Sound Designer
Yuki Ono (Wondrous)

Mixer
Ryuta Aoki (Digital Garden)

Color Grading
Mio Iguchi (Digital Garden)

Offline Editor
Yuma Matsuoka (TAIYOKIKAKU Co.,Ltd.)

Online Editor
Masaya Yoshida

Casting
Jyunko Isogai (The Cast)

Cast
Kyoka Tsukiyama、BEN MW

Production Manager
Leo Otake (TOKYO)

Production Manager
Shun Nishijima (TOKYO)

Producer
Tomoko Morishige (TOKYO)