Opening campaign visuals for a newly opened commercial complex in Tokyo called NEWoMan. NEWoMan is directly connected to Shinjuku station, which owns the world record for 3.35 million daily visitors on average. The new development doesn’t stop at fashion and food, offering an array of facilities specialized for women including child care centers and a gynecology clinic. It was rolled out centering around Shinjuku station.

The busiest station in the world-Shinjuku. There, a commercial facility targeting women in their 30’s and 40’s called NEWoMan was born, and this campaign was to serve to announce its opening.

Rather than gorgeous or flashy displays of beauty, the campaign appealed the power and vitality of modern women who choose quality items on their own will, expressed through portraits with lively and distinctive use of light.

Women who make their own choices, with their feet firmly on the ground heading into the future of their own design. Women who don’t need to do anything fancy, but hold strong belief in their life.

Women who don’t necessarily live in a typical male or female way, but just as themselves, not letting their sex dictate how they live. Women that don’t go for the ephemeral, but rather the long term choices.

Working from this new appealing modern image of women, we held nude outdoor photo shoots of radiant women shining brightly. We wanted to put out a message of strong and graceful image of women living in Tokyo, Japan.