We created a series of Butoh-inspired films to express the stresses of life and to transform them into a personification of dandruff. Butoh is a post-modern Japanese form of dance/physical expression with little rules but a distinct visual form – its performers are usually painted white all over while performing against a plain, or at least Spartan, black backdrop. It sometimes utilises hyper-controlled motions and grotesque movements and expressions to convey a feeling. Its stark, shocking visuals and discomfiting physical interpretations are used to channel certain emotions – such as stress – very naturally.

The spots are supposed to be able to straddle both traditional media and also fit comfortably on digital channels, playing well with other films in the realm of pre-rolls, memes and viral videos. We introduced the films in cinemas – starting with Singapore’s leading independent cinema before moving on to a regional cinema chain that spans Southeast Asia. The same spots will then be released online in Japan, China and Southeast Asia, before it is adapted for Europe and South America. We are currently clearing censorship for ATL and online airing in all the mentioned markets.

The films have received great acclaim and been recognised in Unilever’ 2017 Global Summit as the best-of-the-best, winning a cash prize for the CLEAR creative and global team. At the time of writing, it had only begun airing in the first cinema halls, as well as on pre-rolls in YouTube.