P&G's hair care brand Hair Recipe has launched a video showcasing its products with rich nutrition.
The film depicts the craftsmanship and dedication that go with the brand's philosophy with discerning Japanese aesthetics, demonstrating the brand's story as it offers different recipes for hair with a wide range of products.
The camera movement throughout the film was designed to flow like a stream of water, taking the audience through the inner journey of a Zen master. Kicking off with the reflection of a Japanese Zen garden in quiet water ripples, the video then reveals the hands of a Japanese master, whose silhouette guides viewers to the close-up shots of her hands’ craftsmanship and treatment of fruit recipes.
After that, viewers then follow the master through imaginary time and space to a wall hosting a selection of jars where the final recipe is created.
”Authenticity is of paramount importance to us. It’s critical that our leading lady is the true embodiment of Japanese mastery to portray dedication and focus, sophistication, Zen, and stillness. We are extremely happy with this bold choice of talent," said Duanmu, director of Sweetshop Shanghai.
Client: P&G China
Brand: Hair Recipe
Creative director / Head of design: Kris Duanmu
P&G head of production: Dalbag Khaira
Hair Recipe senior brand manager: Karen Ai
Brand director: Fish Yu
Production company: Sweetshop Shanghai
Director of photography: Muchen
Managing director and executive producer: Laura Geagea
Senior producer: Catherine Law
Producer: Anson Gil Mercado
Photography team: LMADP
Photography team producer: Lele Liang
Line producer: Ryan Li
Art director: Julius Mak
Wardrobe stylist: Sharon Chiu
Main talent: DangDang
Offline editor: Anais Siab
Post production: Digital Domain, Shanghai
Post producer: Alexei Golob, Digital Domain
Colourist: Simon Astbury, Digital Domain
Online aritst: Jiawei Chen