Uniqlo
Seamless
Down

Overview

CHALLENGE

One of the greatest advantages of digital advertising is that it can be revisited at any time a viewer feels interested. At the same time, a key disadvantage is how easily it can be swiped past with a single gesture. To capture attention and draw people into the advert, the quality of the visuals is extremely important. Sophisticated visuals play a vital role in shaping that crucial first impression.

However, recent scientific data suggests that the element which resonates most deeply with human emotion is sound. More than visuals, sound has the power to directly influence the subconscious.

For instance, music centred on the 527 Hz frequency is said to have a calming effect on emotions and has been viewed more than 32.71 million times on YouTube. White noise has also been shown to clinically improve attention in patients with ADHD. In this way, certain frequencies and types of noise can have a profound emotional impact.

In this project, we will strategically design the optimal frequencies and noise types for each of the three video themes. By blending emotionally resonant sound with UNIQLO’s striking visuals, we aim to create a deeply memorable and emotionally moving viewing experience for the consumer.

IDEA

A key differentiator of the product is that it is predominantly ’Seamless’.
Here, the lack of Seams, something that we usually expect in a down garment becomes a positive attribute and USP.
So, in the case of Uniqlo’s Seamless Down, ‘less’ is more.

Building on ‘Less-ness’ as a concept, the copy lines combine positive values associated with ‘less’ to frame specific functional/aesthetic points.

Additionally, combining the messaging under a unified approach ('Less-ness') creates a unified statement for the overall campaign.

Credits

Creative direction & Art direction: Yuko Kondo/Anyhow
Film direction: Taishi Yagyu/inbetween
Sound design: Manabu Shimada
Copy write: Simon Taylor/Tomato

Form Follows Function

How can we beautifully showcase seamless design while also expressing its functionality in a pure and engaging way? With fewer seams, the garment has less surface irregularity, resulting in smoother, more flowing lines. Focusing on this, we imagine water droplets gliding across the surface, much like children playing on a slide, emphasising the smooth and uninterrupted nature of the design. This dynamic movement of water becomes a visual metaphor for seamlessness. At the same time, because the droplets leave no trace or marks on the fabric, we also highlight the water-repellent functionality of the material.

Delta Waves

Delta waves, operating at a very slow rhythm of just 0.1 to 4 beats per second, “thump... thump...”, closely resemble the pace of our heartbeat or breathing during deep relaxation or light sleep.  When these ultra low frequencies are subtly blended into the overall sound design, the listener's auditory system naturally synchronises with the rhythm, helping the body to relax and allowing for deeper immersion in the visual experience.  By emphasising the gentle sound design of breath, we highlight the smoothness of the down. With spatial audio technology, the experience creates a new sense of realism, and when listened to on earphones or headphones, it feels as though someone is exhaling right beside you.

AestheticForm

For the aspect of functional beauty, the video will focus on the surface of the material, drawing attention to its seamless design. This minimalist aesthetic arises from the technology that reduces seams to a minimum and underscores the functionality inherent in the design. In contrast, aesthetic beauty will be expressed through the garment’s clean, streamlined silhouette. The smooth lines and absence of surface irregularities will be visually highlighted by translating the product’s comfort into natural elements such as wind, water and snow. By blending these visuals with colour noise, we will create a sensory experience that conveys not only the beauty of the down jacket’s design but also its emotional and physical comfort on an instinctive level.

Pink Noise / Brown Noise / White Noise

Functionality

To express warmth, wind protection and durable water repellency all at once, we need a simple and concise expression, something that communicates the message clearly and effectively, like a keyword or tagline. Instead of over explaining, we will use minimal and straightforward copy, allowing the visuals to bring the message to life.

Binaural Beat

When a tone of 527 Hz is played in left ear and 537 Hz in the right ear, the brain perceives a 10 Hz beat or pulsing effect, known as a binaural beat. This subtle auditory rhythm helps the body to relax while keeping the eyes and mind gently focused on the visuals, creating a state of calm concentration that deepens immersion in the experience.

Uniqlo Seamless Down