Shiseido.

Beauty from Japan. From our world to yours. The company was looking for an idea for a global campaign to celebrate the 150th anniversary of the SHISEIDO brand, which is offered in 88 countries and territories around the world.

"From life comes beauty" expresses Shiseido's unchanging spirit and its hopes for the future. People continue to ask "What is beauty?" and Shiseido interweaves images of beauty, dynamism, and vitality that declare that as long as we seek out beauty, we will continue to understand its essence.

Companies around the world are now tackling how the work they do with their brands can be used to help humanity progress.

After 150 years, Shiseido is more aware than most that the concept of beauty is something that is closely intertwined with the values of the era in which it is being evaluated.

But ""beauty"" seems to be disappearing from people's vocabulary, as we struggle with understanding complex topics such as gender identity, the rise of nationalism, unchecked market speculation and economic disparity, natural disasters, and the spread of viruses.

That's why Shiseido aims to research the concept of beauty and to deepen the dialogue about it. Shiseido can send out a powerful message by simply saying, ""Let's talk about beautiful things."" Beauty lies at the core of humanity, and we can use the word ""beautiful"" to describe all forms of life and all varieties of living.

Shiseido produced the film celebrating the 150th anniversary of the brand over the course of 24 days in 2021, at the height of the COVID-19 pandemic. The company captured footage completely remotely of more than 60 people between four months and 85 years in age in seven places in four countries: Tokyo and Tottori, Japan; New York, Los Angeles, and Hawaii, USA; Paris, France; and Shanghai, China.

Camera operators were hired overseas, and the director shared the vision for the shoot during a series rigorous meetings using pre-shot footage. They used a completely new method of remote photography; there was no storyboard. Camera operators were given free rein to film scenes that they felt were beautiful. Nine types of digital and film cameras were used. Fifty-three hours of almost entirely remote footage were shot over 24 days, and the director cherished every minute of beauty that was collected.

This global branding video was released in 88 countries worldwide to celebrate the 150th anniversary of the Shiseido brand. The #fromlifecomesbeauty hashtag has been shared more than 13,000 times on Instagram.