UNIQLO AIRism Global Digital Campaign

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.

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.

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.