100% GIRLAgencyManabu Asada - CIRCUSCreative DirectorTomohito Ushiro - WHITE DESIGNDirectorYusuke Tanaka - CAVIARProduction CompanyDance Not Act/Prod. Yoichi SanoU.S. Production CompanyHideoki Productions Ltd.
100% KIREIMO GIRL
KIREIMO’s TV commercial set an unprecedented surge of sales beyond anyone’s expectations following its airing in Japan. Featuring Japanese celebrity Naomi Watanabe, the tv commercial showed a highly women-empowered message of no shame in wanting to make yourself KIREI (beautiful). This pink pretty chic ad goes beyond just turning a city pink. In an all-renowned cast, Hideoki went all out to make this piece of work remarkable.
With their tagline “If you change, the world can change too” is a strong message for girls and women that our actions count and the way we think of ourselves can change the world too.
KIREIMO’s location was inspired by the movie Blade Runner. New York City was the perfect pick for the project with its rough, sketchy streets and character. Our casting reached different shores of the world to include girls who could skate and twirl a baton. Finding a pink Ferrari was quite a feat. The shoot took 2 days with over 200 people involved. Wrap party took place at a rooftop overlooking the city that’s “Kireimo”.