Things to learn at Shiseido Creative
[Expanding the worldview]
When I get involved in Shiseido Creative, I really feel that the worldview is expanding.
You will accumulate things and experiences that you have never seen before.
When creating graphics, we follow the briefings from the planning department to create seasonal promotions (spring, summer, fall, winter). For example, to create one promotion, in-house staff from the creative department, including the CD, AD, graphic and package designer, copywriter, commercial and web manager, space manager, and producer, team up.
Most of the main cosmetic brands are handled by in-house staff. The team also decides on the external stakeholders. From there, the graphics alone require the cooperation of a considerable number of people to complete the project.
We've printed over 7 million copies of pamphlets and direct mail alone. I'll also be involved in other one-off brands, so I'll be in charge of 4-5 brands by myself.
For brands other than cosmetics, we often rely on external agencies and other parties to help us out.
[Be particular and don't compromise]
Above all, there is the thrill of making decisions with a small, elite team, but there are also a huge number of other people involved. For commercials, we decide on talents, muses, and models, but we also have them create original commercial songs directly.
As for talent, unless there is competition from sponsors, the budget is almost always decided. The budget is fixed, but if you think about it, it is more than enough. You will thoroughly learn to be particular and not compromise. In art direction, you will take your ideas and, with the help of the casting team, narrow down the visuals, photographer, location, and shooting method that will make the most of them.
It is said that Shiseido was the first Japanese company to realize an overseas location shoot. The web manager comes up with ideas that make full use of cutting-edge video technology, and the production company and director must also be top-notch.
Of course, there is an overall budget, but the producer puts it all together. We present our proposals to an internal meeting, but the decision is mostly made by the BM (Brand Manager) and CD (Creative Director).
(All works will be preserved in the company archives)
[Creating beautiful designs]
Above all, the scale at which my ideas and creations can be seen and spread across the nation and the world is something that only Shiseido can offer. I will never forget the feeling of excitement and gratitude I felt when the product was launched. It made me want to continue creating even better things, "beautiful designs."
It's a world where women's dreams of "wanting to be beautiful" come true and they can "make their own dreams come true." Above all, the fact that the production location is in the fashionable Ginza area of Tokyo is a major influence. I'm grateful to everyone who cooperated with me, but I'm also touched by the wonderful work that everyone takes pride in.
I was deeply moved when I saw the things I had made in a small alley shop when I went to Venice, Italy on my own. I am excited to take on the challenge of the next stage and make a leap forward.
Joining an organization at a young age is the only time in your life when you can learn about society, be exposed to the world around you, and be trained and nurtured. Also, the most important thing is to be blessed