UNIQLO HEATTECH 2022AW KOL Movie

The concept of the HEATTECH 2022AW Global Campaign: "THE HEAT GOES ON," was developed to emphasize that the products don't only function as excellent innerwear garments, but also as long-wearing fashionable items for everyone. The concept references the physical ‘heat’ that HEATTECH creates, as well as the conceptual ‘heat’ and energy created in each person when truly enjoying fashion. As a part of the campaign, we proposed and produced interview video content sharing various high profile individuals' inner heat and passions. Naming the project "HEATTALK," we interviewed celebrities based in Tokyo, Denmark, Los Angeles, and New York, about their activities and deepest passions. In the process, we asked each interviewee to discuss how HEATTECH affects their passion in their daily lives, thereby introducing the products as key items for not only generating ‘heat’ from the skin’s surface but also from within.

In the art direction of this video campaign, we boldly used tickers, graphics, and percussion-centered music to heat up the mood and create a pop impression. The most notable part of the art direction was the visualization of a person's heat level during the "HEATTALK" with an equalizer-like animation customized with the HEATTECH logo. We were conscious of striking a balance between themes that tend to be serious, such as "passion" and HEATTECH's "functionality," and delivering them in a friendly, casual atmosphere.

The monopo producers living in Japan and Europe worked together to conduct in-person interviews and filming in four major cities: Tokyo, Copenhagen, Los Angeles, and New York, amidst the restrictions and conditions of Covid. The interviews feature; Mamoru Hosoda, one of Japan's leading animation film directors; John Burns, editor-in-chief of KINFOLK, a lifestyle newspaper from Copenhagen; Tylynn Nguyen, a California-based designer/model; and Alice Gao, a New York-based photographer. The movies were produced in both Japanese and English to be used both at home and abroad.