It had been a while since Kojie San released a masterbrand campaign, so for this one, we wanted to tell the story of transformation in a more unconventional, artistic way; something that didn’t feel like a typical beauty ad.
We used aerial dance as a metaphor for transformation: a woman begins constrained, cocooned in fabric, then gradually unravels herself from it, symbolizing her journey toward confidence, freedom, and ultimately, a commanding presence.
To make the aerial performance feel more powerful, we collaborated with Mizuki Shinagawa, whose experience as a Cirque du Soleil performer brought a level of grace and artistry that elevated the movement on screen.
SERIES OF 6-SECONDERS
Alongside the film, I also conceptualized a series of key visuals that extended the campaign’s direction. The goal was to move away from the typical glossy beauty ad aesthetic and instead treat each visual as a piece of art, drawing inspiration from paintings to create something more expressive and unexpected.
PHOTOGRAPHER | Mark Nicdao
ART DIRECTION & POST-COMPOSITING | Heninah Salud
