Beaute Prestige International Design & Branding ISSEY MIYAKE - ABSOLUE by Musuta Helsinki


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Industry Perfumes
Media Design & Branding
Market Finland
Agency Musuta Helsinki
Director Jopsu Ramu
Creative Director Jopsu Ramu
Released December 2012

Credits & Description

Agency: MUSUTA
Category: Other Video Content
Composer: Maruyama Chikao
Creative Director/Director: Jopsu Ramu (Musuta Ltd.)
Copywriter/Producer: Timo Ramu (Musuta Ltd.)

The video has received a lot of appraisal as a beautiful, conceptual, timeless approach - yet keeping the focus on product and product concept - in a highly competitive market which tends usually to be saturated with a little different style of communications.It is currently used in Point of Sales and online - the perfume was just very recently made available to consumers.Client comment was that it is the most beautiful film they have ever had.

We tell a story through light from dusk till dawn.Mysterious light phenomena take place and reveal the L’eau d’Issey Absolue product in a beautiful, intense story which bathes in the brilliance of light.Our solution was to take an abstract approach and to examine light in it's different stages: Dark Gold, Captured Alive, Floating Light, Stream of Light, Shadows, Existence and Non-Existence, Buoyant Light, Filtered Light, Light on Material and Reflections.

Client Brief Or Objective
Issey Miyake launched a new perfume in 2013 - they wanted us to bring to life the perfume concept: 'Light on a woman's skin', and to reveal the iconic bottle step by step.The brand wanted to introduce a stronger and more full bodied scent to acquire new type of consumers, yet keep the Issey Miyake brand attributes.

Brief Explanation
Key objective was to create with light. Also it was a challenge since the perfume concept is 'Light on a woman's skin' and according to brand concept, no woman could be shown in the video.