PLATINUM DEW DROP
BAO BAO ISSEY MIYAKE
Strategy / Motion
- Creative direction: Anyhow
- Art direction: Anyhow
- Animation direction: CATK
- Creative direction: CATK
- Sound: CATK & Ines Graf
ISSEY MIYAKE is one of Japan’s most renowned fashion brands, respected for its and pioneering spirit and groundbreaking designs. For its BAO BAO brand we established its brand vision, defined their brand value, positioning as an ISSEY MIYAKE product brand and formulated a clear direction for future product developments and communication.
In line with its brand vision, we created a promotional film for the Platinum Dew Drop series. The objective was to express the exquisiteness of their technological achievements with an organic aesthetic; sharp lines and contrasts soften in a misty light where the water in the air condenses like morning dew.
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INSIGHT
Defined the brand’s values , identified a vision for product development and shared clear principles for future product development and communication.
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IDEA
Establish a story to frame and enhance the product in line with its overall vision. The narrative demonstrates the beauty of technology and functionality combined with a nature-inspired, mythical aesthetic.
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PROCESS
Phase 1: Brand strategy
Market analysis, brand workshop, brand DNA, positioning, brand vision, brand message
Phase 2: Identity
Creative direction
Phase 3: Activation
Art direction, film direction
