Apparel manufacturer H&M wanted to expand its new lineup of women's costume fashion for Halloween throughout Japan, especially targeting younger audiences in places like Shibuya, Roppongi, Akihabara, Harajuku, and Osaka.
The client requested that popular models take on costume fashion with various city-themed designs, but the challenge was how to maintain consistency with the relatively short videos featuring varied costumes. In Strategy SET, the overall look was unified with stylish music, and by leveraging graphic expertise to express the essence of each town in CG backgrounds, the models were dressed in costume fashion tailored to each city, creating a sense of unity. The finished video became fast-paced and smooth that anyone around the world could enjoy. Coinciding with H&M's Halloween fashion sales, this video went viral on social media, leading not only to increased sales but also to boost Halloween's popularity in Japan and successfully establish the impression that costumes can be purchased at H&M during Halloween, raising expectations for future ripple effects.
