Takashimaya Co. Print, Design & Branding Kimono Wearing The Rain, 2 by TBWA\Hakuhodo Tokyo

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Kimono Wearing The Rain, 2

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Industry Department Stores & Shopping Malls
Media Print, Magazine & Newspaper, Design & Branding
Market Japan
Agency TBWA\Hakuhodo Tokyo
Chief Creative Officer Kazoo Sato
Creative Director Tomoki Harada
Art Director Yuki Tokuno
Copywriter Tomoki Harada
Creative Rosa Uchima
Designer Hyewon Choi, Yuta Enoki
Photographer Yukichi Kamei
Production Hakuhodo Products Inc. Tokyo
Released September 2016

Awards

One Show 2017
Print & Outdoor Craft: Art Direction - Single Or Campaign Merit

Credits & Description

Agency: Tbwa\Hakuhodo Inc. / Tokyo + Hakuhodo Products Inc. / Tokyo
Client: Takashimaya
Category: Fashion / Clothing / Footwear / Accessories
Art Director: Yuki Tokuno
Copywriter: Tomoki Harada
Chief Creative Officer: Kazoo Sato
Creative Director: Tomoki Harada
Designer: Hyewon Choi / Yuta Enoki
Production Company: Hakuhodo Products Inc. / Tokyo / Audioforce Gmbh / Berlin / Digi-mo / Tokyo
Producer: Hirotaka Fukatsu / Tsutomu Hirakue / Koji Togoe / Thomas Suess / Erik Reiff
Animator: Seto Masato
Cinematographer: Satoshi Uchikawa
Composer: Chris Oneill
Creative Team: Rosa Uchima
Creative Technologist: Hitoshi Miyamoto
Editor: Eunhee John
Photographer: Yukichi Kamei
Corporate Name of Client: Takashimaya
Head of Client Services: Makiko Uno
Agency Account Director: Nozomi Tanaka
Agency: TBWA\HAKUHODO Inc., Tokyo
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Tomoki Harada
Copywriter: Tomoki Harada
Art Director: Yuki Tokuno
Agency Producers: Hirotaka Fukatsu/Tsutomu Hirakue/Masato Midorikawa
Graphic Designers: Choi Hyewon/Yuta Enoki/Kana Takarada
Product Designer: Rosa Uchima
Photography Studio: Hakuhodo Products inc., Tokyo/More Vision, Tokyo
Photographers: Yukichi Kamei/Mitsuaki Koshizuka
Retoucher: Hitoshi Miyamoto
Animation Company: flapper3 Inc., Tokyo
Animator: Taiyo Yamamoto
Production Company: Hakuhodo Products inc., Tokyo
Producer: Koji Togoe
Cinematographers: Satoshi Uchikawa/Shinya Nishikawa/Kaz Ohata
Editor: Eunhee John
Music Company: audioforce, Berlin
Music Executive Producer: Thomas Suess
Music Producer: Erik Reiff
Music Composer: Chris O'Neill
Synopsis:
We redesigned the Japanese traditional "Kimono" costume with a harmony of the latest technology and delicate handcraft. Since long ago, the Japanese have enjoyed the subtle differences in rain and given hundreds of names to each type of rain. We recreated characteristics of each rain through actual water droplets on kimono fabric.
We captured rain data into 2D graphics and visualized them on 3D acrylic boards. After carving the patterns on acrylic plate with a laser cutter, thousands of water droplets were placed by hand on the tiny grooves. We photographed the droplets and printed them onto the traditional Kimono cloth cut. They somehow look traditional and futuristic simultaneously. These brand-new rain-inspired kimono designs let Japanese people recognize the delicateness of their own cultural heritage again. The agency not only crafted these kimonos, but also took it upon themselves to sell the product.