Nostalgic but era-ambiguous dream pop in an ad for one of the world’s oldest and biggest cosmetic brands, co-directed by one of the world’s most promising new talents, Hunter Schafer.
When Shiseido appointed Hunter Schafer as Global Brand Ambassador, they suggested her quality of "timeless modernity” contributed to her appeal with their target demographic, the famously nostalgic Gen Z.
Tapping into this appeal, we created a soundtrack that balances the warmth and femininity of flowery 70s soul with the sparkling, introspective power of 90s dream pop.
This project in a bit more depth
Follow our progression, from conception to reception
Not just a traditional brand spot, Hunter and the team wrote a narrative that would resonate with millions of young people as they explore their identity. It was important to Hunter that our score reflected the excitement, fear and uncertainty therein. Our challenge was to balance this complexity of emotions to present a suitably nuanced but, ultimately, empowering composition.
Upon release, the film exploded with positivity on social media. The film struck a chord with Hunter’s and Shiseido's combined ten million followers.
