Project Overview
Shiseido’s premium skincare lines combine science, luxury and heritage. The project focused on creating a refreshed narrative and creative direction that would elevate product storytelling and strengthen emotional connection across digital touchpoints and campaign assets.
My Role
Creative Lead: Narrative Development & Experience Direction
I shaped the narrative foundation and creative vision used to guide campaign development, content creation and cross-channel storytelling.
Responsibilities
Strategy
Defined the narrative pillars connecting Shiseido’s scientific innovation with its luxury positioning.
Developed a messaging and storytelling framework suited for global audiences.
Identified themes and emotional drivers to guide future content and campaign direction.
Creative Direction
Led narrative and concept development for hero campaign assets.
Guided designers, art directors and writers to ensure consistent tone, visual language and storytelling expression.
Supported the creation of mood films, key visuals and campaign concepts.
Production Direction
Ensured creative coherence across content produced by multiple teams and partners.
Reviewed scripts, visual explorations and design outputs for alignment with the concept.
Facilitated creative alignment between internal teams, external production partners and stakeholders.
Impact
Delivered a unified narrative framework that strengthened Shiseido’s premium brand story.
Provided clarity and direction for ongoing creative development across markets.
Enhanced the emotional resonance and elegance of Shiseido’s campaign communication.
