SUB CATEGORY :

EDITING

COMPANY ENTERING :

TYO INC.MONSTER, TOKYO

TITLE :

BE FLUID.

BRAND :

KANEBO

ADVERTISER :

KAO CORPORATION

AGENCY :

DENTSU INC., TOKYO

CREATIVE DIRECTOR :

YOICHI KOMATSU

ART DIRECTOR :

YOICHI KOMATSU

COPYWRITER :

YUTO OGAWA/ASAKO FUJIMAGARI

AGENCY PRODUCER :

KEIKO YAMASHITA

DESIGNER :

AYA SAKAMOTO

PLANNER :

YOICHI KOMATSU/TAKAHIRO SHIBATA

FILM PRODUCTION COMPANY :

TYO INC. MONSTER, TOKYO

DIRECTOR :

TOMOKAZU YAMADA

DIRECTOR OF PHOTOGRAPHY :

TOMOKAZU YAMADA

EXECUTIVE PRODUCER :

IWAO NORITOMI

FILM PRODUCER :

MISAYO BABA

PRODUCTION MANAGER :

YUYA TAZOE/RINO YONETA

LIGHTING :

KOSHIRO UENO

CASTING :

HIROYUKI NAKAMURA/DAIJIRO KATAGIRI

CHOREOGRAPHER :

YUKINA SAKAI

STYLIST :

MANA YAMAMOTO

HAIR & MAKE-UP :

YUKO AIKA

EDITOR :

RINTARO KOZASA

COLORIST :

TOSHIKI KAMEI

FLAME ARTIST :

SHUNSUKE ENDO

SPECIAL EFFECTS COMPANY :

MARK INC., TOKYO

SPECIAL EFFECTS :

YUKIMITSU KANNO

CG DIRECTOR :

SOHEI SAITO

CG SUPERVISOR :

YOSHIFUMI SADAHARA

ILLUSTRATOR :

PAWEL NOLBERT

SOUND PRODUCTION COMPANY :

PIANO INC., TOKYO

SOUND PRODUCER :

KEISUKE TOMINAGA

ENGLISH SYNOPSIS :

A girl put on lipstick.
In response to that, a diverse group of people, regardless of gender age, or background, also put on lipstick and express themselves freely while singing. Blending and flowing together, connected by the message of ”BE FLUID. FEEL HOPE.”
This “Fluid” concept was consolidated and visualized in collaboration with 100 performers singing while putting makeup on.
In the production process, we verified angles and rotation speeds through editing based on pre-test shots. After the verification, we’ve added dynamic action for each character.
We combined complex footage of 100 talents with the movements of them in wide, middle, and close-up angle shots. In post, create a sequence where cuts change every 1frame, 2frames and 3 frames based on the footage. Editing and refining the composition repeatedly while synchronizing it with the music.

ENGLISH CONTEXT EXPLANATION :

In Japan, there remains a strong belief that makeup is exclusively for woman unlike some other countries, therefore the business of cosmetics has become an industry that can be described as systematically discriminatory.
KANEBO, Japan- origin global cosmetic brand, our purpose is to open the concept of beauty to all of humanity, leveraging life intelligence technology as our foundation.
The anthem movie for a project that deconstructs makeup, questions the future and humanity itself.
The new paradigm of diversity, where individuals express themselves through make up, transcending gender, age, and other attributes. This “Fluid” concept was consolidated and visualized in collaboration with 100 performers singing while putting makeup on.