18: CRAFT (Outstanding Art Direction (print))
Hair Calligraphy and Painting - EraL
Beauty, Cosmetics / Hair and Scalp Treatments (Products and Treatment service)
|Title of Entry:||Hair Calligraphy and Painting|
|Product/Service:||Beauty, Cosmetics / Hair and Scalp Treatments (Products and Treatment service)|
|Entrant Company:||Dentsu West Japan|
|Creative Agency:||Dentsu West Japan Kanazawa|
|Craft Leader(s):||Yoshio Kinoshita|
|Creative Director:||Miki Kobayashi, Yoshio Kinoshita|
|Art Director:||Yoshio Kinoshita|
|Sector:||COSMETICS & TOILETRIES|
|Date of Release:||2019-05-01|
|Photographer:||Rui Mayumi (NOIR)|
|Notes:||This poster series is for a hair salon product brand called "EraL".
Brand's philosophy is that healthy beautiful hair starts from taking care of the skin on your head and the roots of your hair. Many people care about the appearance of their hair, however because it's difficult to see, we often don't think about taking care of the skin on our heads. To encourage people to think about this I made various visuals with a message hidden in the midst of the hair.
The concept is “Hair Beauty by the philosophy of Japanese Beauty".
As a Japanese beauty brand, I stylized this image to look like Japanese calligraphy or an ink painting at first glance. But actually it is a photo of hair arranged to look as such. The red stylized ‘hanko’ stamp mark (an iconic Japanese version of a signature) is actually a QR code which links directly to the hair products website.
In Japan, Japanese calligraphy and an ink painting are symbols of aesthetic sense. The red stylized 'hanko' stamp mark is stamped on something that can be proud. And it was recognized by the artist as a work to be released to the world.
Most photos are not composite photos. What looks repetitive is composition(2 types). This photograph was printed on Japanese Traditional Paper ‘Washi’. Black ink and Jet Black ink and Gray ink produced deep colors and tones. Copies were printed in High Intensity Silver.
Poster_1(Copy): Even if your hair is beautiful, your scalp may be aging.
Poster_2(Copy): Scalp or hair root problems are always obscured by hair.
Poster_3(Copy): Hair is a big part of expressing ourselves. So what about our scalps?
Poster_4(Copy): Hair is easy to be disturbed by wind, or an unhealthy lifestyle.
Poster_5(Copy): Our hairstyles can be effected by our moods, and our scalps skin condition.
|Other Credits:||Producer: Hiroshi Hasegawa (Shin-Qoo lab.)|
|Other Credits:||Hair Stylist: Kuniko Nakazawa|
|Other Credits:||Retoucher: Tomohiro Koyama (AZLINK.)|
|Other Credits:||Printing Director: Katsumi Kumakura (Yamada Photo Process)|
|Other Credits:||Printing Director: Noritaka Kuroda (Yamada Photo Process)|
|Other Credits:||Printing Producer: Hirokazu Okada (Yamada Photo Process)|