As a high-end Japanese cosmetics brand in a saturated industry, we chose to push Shu Uemura's already-avant garde identity while visually translating the idea of beauty as art.
To really make this concept something only Shu Uemura could do, we specifically tapped into their heritage with references to ancient Japanese art such as Kintsugi and Bonseki both in the print campaign and in the activations.
Art Director: Ernest Chan, Charlotte Friend
Photographer: Ernest Chan
HMUA: Amanda MacFarlane, Catherine Van Overbeeke
Models: Jazmyn Griffin, Aiden Park, Camille Jinjoo Park