I was traveling through Xinjiang, China, and about to reach the western end of it, when an email came in from a producer in Shanghai — an invitation to photograph Shiseido's global branding campaign.
The timing gave the project a weight beyond the initial brief. While we were in the production process, a new virus came out. Soon we realized it was changing everything; masks, lockdowns, and travel restrictions had made physical presence with another person something suddenly uncertain. Against that backdrop, Shiseido launched the campaign with the copy: "With One Another. Without Limits. Our Future Is Beautiful."
It was not a direct reference to the pandemic, but the message was clear — we can't be separated. And our life needs to go on. To have contributed to a project that carried such social meaning, as the still-life photographer, is something I hold with real gratitude.
コロナ禍で「人と共にいること」が急に過去のものになった2020年、半世紀ぶりの東京オリンピックも延期になる中、資生堂社がローンチしたグローバルブランディングキャンペーン。
日本語のコピーは"超えていこう。明日はもっと美しい。"
直接感染症に言及するコピーではありませんでしたが、世界中が不安だったあの時に、誰かと共に生きること、そして未来への前向きな姿勢を提唱するものでした。
Campagne mondiale pour Shiseido, réalisée en 2020.
Le projet a débuté avant la pandémie ; au moment du lancement, le monde avait changé. La campagne portait le message « With One Another. Without Limits. Our Future Is Beautiful. » — une affirmation du lien humain à un moment où il était devenu incertain.
Photographie de nature morte pour la ligne phare de soins de la marque, diffusée en points de vente et dans les médias à travers le monde.
2020年，我正在中国新疆旅行，快到新疆最西端的时候收到了上海制作人发的邮件，邀请我参与资生堂的全球品牌广告拍摄。
项目启动后不久，疫情爆发了。品牌在发布时用了这样一句copy："With One Another. Without Limits. Our Future Is Beautiful." —— 在人与人被迫隔开的时刻，传递了"我们无法被分开，生活要继续"的态度。
作品在全球各地的零售终端和媒体上亮相。有机会为这样的项目担任产品摄影师，是一段珍贵的经历。
Credits:
Planning & Production: Red Wasabi + MOD Shanghai
Creative Direction: Fiona Chen, Asako Aeba
Copywriting: Dimitrios Petsas, Mike Burns
Art Direction: Xiulu Chen
Public Relations: Eric Lai, Queenie Wu
Print Production (Products): Ucan Productions
Executive Producer: Victor Hu
Assistant Producer: Sophie Zhang
Still-Life Photography: Hiro @lipsbyhiro
Print Post-Production: Procolor Shanghai