Arcade creates a series of dioramas for Shiseido’s Synchro Skin White Cushion Compact
Arcade takes a different approach using a series of dioramas for the launch of Shiseido’s new Synchro Skin White Cushion Compact. The campaign will run in Taiwan, Korea, Thailand, Singapore, Malaysia, Vietnam and Indonesia.
As women go about their daily activities, the needs of their skin changes. To keep their complexion healthy and bright, Shiseido’s Synchro Skin White Cushion Compact is made with Advanced Sensing Technology that makes the compact adjust intuitively, accordingly to skin’s needs and condition.
Arcade’s solution to launch the product across the region is a series of real-life, relatable scenarios using 3D-rendered diorama figurines. Five scenarios bring the product story to life through digital film and lifestyle visuals. Each one highlights a product benefit in changing environments and during different times of the day.
This diorama approach is rarely seen in the cosmetic category and achieves the perfect balance between communicating the product benefit and highlighting the day-to-day use in a relatable manner, whilst heroing the product itself.
Arcade co-founder and CCO Gary Tranter said, “The cushion compact scene is ever evolving and the biggest challenge here is bringing to life an idea that stands out. We have a strong product to begin with and I’m glad I had a great team where we found a way to marry the product benefit to an everyday context that women go through, in an interesting larger-than-life execution manner.”
Tatsuya Nagai, Regional Vice President from Shiseido Asia Pacific added, “Shiseido’s new Synchro Skin White Cushion Compact redefines the beauty of whitening with an intelligent brightening cushion that adapts to your skin as it changes throughout the day creating a noticeably healthier, brighter look. The film and visuals have brought this to life in an interesting and simple way that still manages to focus on the cushion compact as the hero of the campaign.”
The film will be used for a series of digital activations on social media, and will be supported by the visuals. Arcade’s relationship with the Japanese cosmetic company began last year with the launch of ZA #SeoulSisters Social Competition Campaign.
Credits –
Gary Tranter – Chief Creative Officer
Hoon Pin Kek – Creative Director
Michael Low – Head of Studio
Li Jun Pek – Copywriter
Farah Liyana – Junior Copywriter
Heizal Yow – Art Director
Shaun Lee – Director of Operations
Chin-Han Yu – Account Director
Melissa Teo – Senior Account Executive
Michelle O’Brien – Senior Planner
Gwen Lee – Junior Planner
Geoff Ang – Director
David Chan – Producer
SongZu – Audio Production
Alice VFX – Post-Production Studio