As the lead art director, I led both global and regional campaigns, in addition to a brand refresh that introduced Felicity Jones as the new global ambassador. I oversaw all photo and film shoots across campaigns, social, product storytelling, science, and how-to videos, ensuring seamless collaboration between the agency and Japanese in-house teams.
Creative Direction by Katsuhiko Shibuya, Saiko Kawahara, and Alisha Goldstein
Unlock the Power of Your Radiance
For the brand relaunch, we introduced Oscar-nominated actor Felicity Jones as the global face, blending her gravitas with personal intimacy to reflect the brand’s DNA of of intelligent, uncompromising and exquisite. The campaign, A Radiant Day, showcases an abstracted day-in-the-life of Felicity, narrated with a reimagined Emily Dickinson poem.
A Radiant Journey Begins
Representing the season of fall through themes of exploration and wanderlust, the campaign follows Felicity on a train journey with cinematic storytelling, evoking sophistication and nostalgia.
A New Light
The campaign celebrates the spirit of newness and optimism, featuring moments illuminated through the use of natural, radiant light.
We developed Clé de Peau Beauté’s first social media playbook, establishing a content strategy, tone, and visual direction. I led the curation of Instagram content, overseeing film edits, animations, and social-specific photo shoots.
As part of the global digital strategy, we developed a range of film assets to support product launches. In addition to working with Felicity Jones, we partnered with influencer models such as Toni Garrn for Europe & US and Kozue Akimoto for Japan, tailoring content to resonate with the audiences in each region.
For the Chinese and travel retail markets, we cast actress Zhang Ziyi as the ambassador for La Crème. The campaign, with the ethereal aesthetic favored by the region, achieved 126M WeChat impressions.
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