SHANGHAI, CHINA – Sweetshop China has produced two films and a print campaign for Procter & Gamble super-food inspired Japanese Brand Hair Recipe. You are what you eat, so is your hair. Hair Recipe uses a proprietary method co-created with Japanese nutritionists, crafting a naturally derived combination of rapeseed oil and nourishing superfoods infusions.
The two films depict the craftsmanship and dedication that went behind the brand’s philosophy with discerning Japanese Aesthetics. They give life to the brand story where Hair Recipe has perfected an optimised recipe for hair.
The camera movement throughout the film is designed to flow like a stream of water, taking the audience through the inner journey of a Zen master.
We open with the reflection of a Japanese Zen Garden in quiet water ripples and reveal the hands of our Japanese master. Her silhouette guides the viewers to close-up shots of her hands’ craftsmanship and treatment of fruit recipes.
We then follow her through imaginary time & space to a thousand-jars’ wall where the final recipe is born. Although the film was shot in a studio in Shanghai, the female star in the films is actually a real-life chef also real fruit was used in all the shots.
Duanmu said, ”Authenticity is at 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, can you believe it’s her first time performing in front of camera?! She really brought substance and magic to the films.”
Credits:
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: Duanmu / 立山而木
Director of Photography: Muchen / 牧尘
Managing Director & Executive Producer: Laura Geagea
Senior Producer: Catherine Law
Producer: Anson Gil Mercado
Photography team: LMADP (上海乐弥广告设计制作有限公司）
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
