Apparel manufacturer H&M wanted to roll out its new Halloween women's costume lineup across Japan, especially to younger demographics in Shibuya, Roppongi, Akihabara, Harajuku and Osaka.
One of the client's requests was to have popular models try costume fashion with various city-themed costumes, but the challenge was how to make the disparate costumes consistent in a relatively short video. In Strategy SET, we put the whole thing together with stylish music, and we used our expertise in graphics to create a sense of unity by using CG to express the essence of each city in the background and dressing the models in costume fashion that corresponds to that city, and the finished video is fast-paced and smooth for anyone in the world to enjoy. The video went viral on social media at the same time as H&M's Halloween fashion sales, which not only led to an increase in sales, but also helped boost the popularity of Halloween in Japan and created the impression that costumes can be bought at H&M during Halloween, so it is expected to have a ripple effect in the future.
