ROLE: CREATIVE DIRECTION, COPYWRITING, GRAPHIC DESIGN
DELIVERABLE: FILM, KEY VISUAL
DATE: APR 2021
As part of UNIQLO's AIRism innerwear brand global campaign, monopo was in charge of the campaign production, copywriting, Web CM, and graphics.
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
Our role: Creative Direction, Copywriting, Graphic Design
Agency + Planning : monopo
Account Executive: Kensuke Tanaka (monopo)
Producer : Clara Blin (monopo)
Creative Director/Planner/Copywriter: Tomoki Inaguma (monopo)
English Copywriter : Aya Apton
Designer : Takayuki Yokoyama (monopo)
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)
MONOPO STAFF ON THIS PROJECT
We should work together!