In Japan, there remains a strong belief that make up is exclusively for woman unlike some other countries, therefore the business of cosmetics has become an industry that can be described as systematically discriminatory. KANEBO as a Japanese-origin global cosmetic brand, our purpose is to open the concept of beauty to all of humanity, leveraging life intelligence technology as our foundation.

Starting from the premise that “Make up resembles art for humanity”, the anthem movie for a project that deconstructs makeup and questions the future and humanity itself.

The new paradigm of diversity, where individuals express themselves through makeup, transcending gender, age, and other attributes. This “Fluid” concept was consolidated and visualized in collaboration with 100 performers singing while putting make up on.

In the production process, we verified angles and rotation speeds through editing based on pre-test shots. After the verification, we’ve added dynamic action for each character.

We combined complex footage of 100 talents with the movements of them in wide, middle, and close-up angle shots. In post, create a sequence where cuts change every 1frame, 2frames and 3 frames based on the footage. Editing and refining the composition repeatedly while synchronizing it with the music.

Japanese cosmetics brand KANEBO is the “brand that speaks of hope, not just beauty.”

The contents, including this movie, has garnered attention on platforms such as social media, contributing to elevated brand recognition and positively impacting sales. Sales of the product have also increased, and one of the core items, “cream”, has achieved record-breaking performance.

(as of Nov, 2023)