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NATURA | The Amazon Greenventory | 2025
Earning from the forest without cutting it down / Natura "The Amazon Greenventory"
The assumption that the only way to profit from the Amazon is to cut down its trees? Drones and AI just proved that wrong.
Industry
cosmetics
8 articles
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L’OREAL | THE FINAL COPY OF ILON SPECHT | 2025
Advertising Is for People / L'ORÉAL PARIS "THE FINAL COPY OF ILON SPECHT"
A 17-minute documentary that changes a life. Or, to be precise, it's an experience of watching a life that already *was* changed, forever. In 1971, a 23-year-old copywriter wrote four words that are still used around the world more than 50 years later. A film recording the words she spoke at the very end of her life just won the Grand Prix in the Film category at Cannes Lions 2025. This is a story about advertising. And it isn't. It's a story about a human being.
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カネボウ化粧品 | I HOPE.希望の美容液／I HOPE.希望 | 2025
It's a Cosmetics Ad, But It's Not Selling Cosmetics / Kanebo "I HOPE. Hope"
It's a commercial for a serum, but it barely talks about skin at all. This is the 2025 chapter of the "hope" story that KANEBO has been telling for years.
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CERAVE | Michael CeraVe | 2024
The Madness of Growing a Conspiracy Theory for Three Weeks / CeraVe "Michael CeraVe"
Roping in an actor whose name just happens to sound similar, growing fake news across the whole country for three weeks, then revealing the truth at the Super Bowl. This is completely unhinged (the highest compliment). The client, Michael Cera, and the 450 influencers who jumped on board - everyone involved is out of their minds.
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富士フイルム アスタリフト | 列車のふたり ナノテクノロジー | 2023
The Moment a Story Takes Hold, Aboard a Train / Fujifilm "ASTALIFT"
What happens when you bring a story into a cosmetics commercial? This ad feels like an experiment in just that. Aoi Miyazaki, disguised in a trench coat, sunglasses, and a blonde wig, jumps onto a train. Masaki Okada, claiming he's "come from the future," launches into an endless explanation of nanotechnology. Seiko Matsuda's "Red Sweet Pea" plays in the background, and in an atmosphere that can't quite decide if it's serious or comic, the two set off on a strange journey together.
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SK-II | Your Statement. Your Bottle. / Change Destiny Limited Edition | 2017
I Ran as Hard as I Could, and the Energy Just Came Pouring Out / SK-II "Your Statement. Your Bottle."
I couldn't tear my eyes away from this commercial of Haruka Ayase sprinting at full speed through a park in a hoodie and leggings. In one shot, it blew away SK-II's image as a brand for wealthy, beauty-obsessed older women.
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資生堂 | あたらしい私になって | 2006
The Magic of Becoming a New Me Was at the Bathroom Sink / Shiseido "Become a New Me"
She just got dumped. She's on the verge of tears. But she washes her face, pats on some lotion... and little by little, you can feel her starting to turn hopeful again. This corporate commercial, released by Shiseido in the summer of 2006, talks about the value of makeup not from the "makeup" side of things, but from the "skincare" side. Kumaki Anri's simple, warm singing voice was as delicate and beautiful as the footage itself.
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COTY | FRENCH LESSON | 1978
In 1978, this is how the British saw the French / COTY "FRENCH LESSON"
This perfume ad for Coty L'Aimant won the Grand Prix at Cannes in 1978. Released with the line "Do you speak L'Aimant?", the film feels like a mirror reflecting how the British saw the French—and how they saw the French language and the culture of perfume.